Marketing plan for Selfridge

GenZpire Marketing Plan Thet Thet Soe 2562312 Level 5 Fashion Business and Management Customer Experience Project Word count - 3254

Contents 1. Situational analysis

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2. Objectives ------------------

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3. Strategies ----------------- ------------------

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4. Tactics ----------------- -----------------

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Marketing Calendar ------------------

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5. Action Action -----------------------------------

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6. Control ----------------- ------------------

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Mood Board Board -----------------------------------

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Customer Profile Board Board ------------------

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Brand Pack ----------------- ------------------

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7. References ----------------- ------------------

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8. Appendix ----------------- ------------------

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1. Situational Analysis SELFRIDGE, founded by Harry Gorden Selfridge, is not just a luxury department store; it is a social hub known for its exceptional customer experience and innovative collaborations. Four iconic physical stores are strategically positioned in renowned cities across the UK –London, Birmingham, and Manchester (SelfridgesGroup, no date). Among them, Manchester Exchange Square is prominently located in the city centre, demonstrating the brand’s strong presence. This deliberate positioning aligns seamlessly with Manchester’s status as the second largest with a population of 2.7 million (O’Neill, 2023) and the third most popular tourist destination (Statista, 2023) in the UK. Experiencing a remarkable resurgence, Selfridges report a 29% year-on-year revenue increase to £843.7 million in 2023 and an operating profit of £38.9 million (Retail Week, 2023; Katie, 2023). This resurgence follows a challenging period marked by a 40% revenue decline in 2021 and an operational loss of £136.7 million (Statista, 2023). This resurgence is attributed to a strategy shift towards sustainability aiming “to reinvent retail and create a sustainable future for customers” (Sandra, 2022).

Competitors Selfridges faces strong competition from iconic brands like Harrods and Harvey Nichols, both in-store and online (Statista, 2023). In its digital presence, Selfridges faces competition from online retailers such as Fannels, Farfetch, MatchesFashion, and Net-a-porter (Similarweb, 2023). According to Taylor (2022), Harrods outperformed Selfridges in terms of Google search volume, hastags and views during the World Cup. This shows that Harrods is a strong competitor for this campaign. To succeed in this evolving luxury retail market, Selfridges must strategically position itself by navigating the competitive landscape.

Partners Through a partnership with SHOUT, a mental health charity (Selfridge, no date), Selfridge aligns with Generation Z’s values of social activism. This collaboration not only supports a meaningful cause but also provides a platform for individuals dealing with stress and anxiety.

By engaging in social responsibility, Selfridge enhances its brand image and contributes to a broader societal impact.

(Source: Selfridge)

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Target Market This campaign targets Generation Z, acknowledging their increasing impact on the luxury market. It is predicted that by 2026, Generation Z and Millennials will make up 75% of luxury goods buyers (AFB-Ralaxnews, 2023). Manchester had around 120,670 enrolled students in 2021/22 (HESA, 2023), including 2,100 international students from different countries (GMCA, 2023). Gen Z’s spending patterns reflect a preference for luxury experiences that enrich their daily lives, especially in wellness and self-care (McKinsey, 2023). They are characterised as ‘Activists’ due to their strong values regarding political justice, environmental and social consciousness (McKinsey, 2023).

However, the economic crisis, political pressure, and academic demands exacerbate Gen Z’s sense of losing control over their future (Rachel, 2022). As a result, 23% of Gen Z believe that they will never emotionally recover from the pandemic, leading to depression and anxiety and making them feel that life is meaningless (Bell & Napoli, 2023).

Selfridge aims to bring new meaning to the lives of Gen Z by fostering optimism, rekindling dreams, and reawakening their true potential. As Manchester is known for its sporting culture, Selfridge is capitalising on the Olympics for this theme.

(Source: HypeBeast)

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PEST Analysis : Macro factors impacting for Manchester Exchange Square The post-Brexit withdrawal of tax-free shopping in the UK significantly impacted the luxury sector, resulting in a £10.7 billion cost to the country and deterring two million tourists annually (Rozario, 2023). Selfridges faced a challenging period in 2021, experiencing a 40% decline in revenue (Statista, 2023) and an operating loss of £136.7 million (Halliday, 2022).

Political

The UK is facing economic challenges and an energy shortage due to the impacts of the COVID-19 pandemic and the Ukraine war, causing a notable inflation surge from 2.6% to 9.1% in 2022 (Passport, 2023).

Economic

Despite these challenges, the UK government’s commitment to establishing 12 new investment zones, including Greater Manchester, presents potential economic opportunities (Passport, 2023). With a substantial GDP of £86 billion per year (Manchester City Council, 2023), Manchester is expected to become a world-class visitor hub for business and leisure tourism by 2030 (GMCA, no date).

The UK’s population is anticipated to increase by 4.1% by 2040, solidifying its position as a major global consumer market with 70.5 million residents (Passport, 2023). This demographic trend offers significant opportunities for consumer-facing businesses.

Social

However, the global workforce grapples with economic insecurity, raising work-related stress and anxiety (Megan, 2023). In the UK, 79% of Britons report daily stress, with Generation Z experiencing higher stress levels compared to baby boomers (Stewart, 2023).

Technology

Post-pandemic, in-store fashion shopping has evolved, with a third of female shoppers prefer digital self-service. In 2024, fashion retailers are adopting “phygital” strategies, integrating AI for personalized experiences and chatbots to seamlessly connect in-store and online shopping (Mintel, 2023).

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2. Objectives To create a seamless and memorable experiential customer experience, SMART objectives are set by using elements from the BETTER model. This approach can make this campaign more impactful with immersive experiences, emotional connection, engagement strategies and an expansive reach (Shirra, 2017: 75-120 & 132-144)

Specific: • Increase footfall in Selfridge Manchester Square 15% YoY amogst Gen Z during the Olympic campaign, enhancing social media engagement by 10%.

• Strengthen brand loyalty among Gen Z by fostering an emotional connection and sense of community, aiming for a 10% increase by 2025.

• Enhance brand credibility through memorable Olympic-themed events.

Measurable • • • • • •

Track footfall metrics in the menswear department Monitor loyalty program participation Measure website traffic throughout the campaign period Count the number of hashtags using campaign hashtags Record the number of tickets sold for events Conduct post-event surveys for feedback

Attainable • Leverage the Olympic theme to create an engaging, inclusive, and inspiring in-store experiences.

• Optimise digital touchpoints for promoting loyalty programs and social responsibility initiatives.

Realistic • Align the strategy with Selfridge’s overarching goals, focusing on the unique characteristics and aspirations of Gen Z. • Reinforcing the brand’s commitment to social responsibility, integrating it seamlessly into the campaign

Time-bound • Implement a 3-month duration campaign from June 2024 to August 2024.

• Leverage the Olympic timeline for maximum impact and sustain engagement

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3. Strategies

Figure 1: Porter’s generic strategic (adapted from Eldring, 2009: p.7) Selfridge’s strategy is to differentiate itself by providing a customer-centric approach (Morgan, 2018). This emphasises offering unique, high-quality products with exceptional customer experiences. Rooted in Harry Selfridge’s treating customers as guests, Selfridge offers free items to create a sense of reciprocity and amplifies word-of-mouth marketing (Retail Week, 2022). Selfridge’s idea of “excite the mind and the hand will reach for the wallet” is used to create a memorable and exciting experience (Retail Week, 2022). The retail space blends concessions, incorporating a mix of established and emerging brands. Selfridge showcases carefully chosen products, featuring young and unexpected brands, contributing to dynamic and trend-forward shopping experiences. Collaborating with entraining pop-ups adds a multi-sensory element to the retail experience, encouraging customer engagement and exploration. The creation of a seamless and curated customer journey, coupled with clear direction, reinforces its commitment to providing an unparalleled retail experience. The food and beverage strategy has been designed to enhance dwell time (Kansara, 2018), resulting in the store being recognised as “the best department store in the world for the fourth time” (Hilliday, 2018). Recent additions to the services include repair services to transform the way people shop, add life to their wardrobes, differentiate from competitors and provide customers with the best choices in life (Butler, 2022).

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Campaign: GenZpire: Olympic Live Party This campaign aims to empower Gen Z through differentiation and customer-centered strategies. By aligning the Olympic theme with Gen Z’s values of inclusivity, the campaign will launch on 1 July through online and offline announcements to promote happiness and unlock their true potential. The initiative also seeks to create a sense of community through social interaction and engagement. This campaign targets mainly customer acquisition and maintain retention, considering the high interest of 81% of Gen Z in Olympic sports (Beal, 2021). Moreover, Manchester’s status as one of the top 10 global cities for sports adds a contextual layer to the campaign (Sergeant, 2023). By addressing the social challenges faced by UK Gen Z, such as social anxiety and isolation, this campaign provides them with a platform to overcome these issues and reconnect with others within the uplifting spirit of the Olympics. Furthermore, considering the significant impact of the Tokyo Olympics on Gen Z’s engagement (Beal, 2021), it would be a strategic choice to choose this interest in the 2024 Olympic events. The campaign effectively combines the appeal of the Olympics, Manchester’s sports culture and Gen Z’s values to create a meaningful and engaging experience that goes beyond typical retail strategies.

Experiential experience idea Manchester Exchange Square Selfridges is set to transform into the vibrant hub of inspiration and celebration during the 2024 Olympics. Every Sunday, the store’s second floor will host a Live Olympics event tailored to Gen Z, employing the BETTER model for holistic and memorable experiences. Event participants will be greeted by an interactive screen featuring the inspiring stories of Olympic athletes, fostering engagement and emotional connections. A mini-Olympic village, complete with cosy seating for live broadcasts, will encourage collective celebration of the Olympic spirit. At the heart of the campaign is a large Olympic-themed vending machine which will provide exciting and interactive elements. To add to the visual spectacle, mannequins will be displayed in iconic Olympic-inspired outfits with a QR code leading to online shopping. The event includes a digital hub and social media zone for online content and sharing their experiences with event-specific hashtags. This seamless blend of digital and physical experience ensures that each interaction is a moment of joy and motivation. In an empowering move, every purchase contributes to SHOUT, a mental health support service, addressing Gen Z’s well-being. The store will be decorated with an Olympic colour scheme and uplifting music will accompany the store throughout the campaign period.

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Loyalty and advocacy This campaign aims not only to acquire new customers but also to build lasting loyalty and advocacy among the Generation Z demographic. McKinsey (no date) reports that 62% of GenZers are searching for alternative options despite having a favourite brand, indicating their lower brand loyalty. To achieve Gen Z loyalty, brands must implement a more strategic loyalty scheme, including personalisation, experiential or exclusive rewards and social responsibility (Rawat, 2023). Thus, Selfridge introduces an innovative vending machine loyalty program. Vending machine dispenses chocolate balls containing inspirational quotes, discount coupons and exclusive items. Exclusive access to this experience is reserved for Selfridge Key Holders, emphasizing exclusivity and rewarding excising loyal customers while introducing the existing loyalty scheme to new customers. Attendees are encouraged to draw chocolate balls with their Key Holders scan and share their unique experiences through user-generated content, building a community around the event with a dedicated hashtag.The vouchers provided are redeemable online and offline, extending the engagement beyond the event and promoting ongoing loyalty. Adding a personal touch such as inspirational quotes within the chocolate balls, introduces a memorable and uplifting experience. The combination of exclusive items and additional vouchers can attract potential customers, even if they initially have no intention of making a purchase. The appeal of free exclusive items and the shareability of the experience will increase engagement and brand advocacy among the dynamic Gen Z consumers.

Figure 2: 5A Customer Path (adapted from Kotler, 2017: p.62)

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4. Tactics Selfridge will use an omnichannel marketing strategy with elements from the RACE and PESO models for effective promotion to achieve its business objectives. This campaign will use mobile-focused tactics.

Event Post

Selfridge website

REACH Social media ads (Owned, Paid) Selfridge leverages social media advertising to effectively reach Generation Z during the summer holidays. Focusing on Instagram, TikTok, and YouTube platforms actively used by 94% of UK Generation Z (Statista, 2023), paid advertisements tease coming GenZpire events with motivational messages from athletes. The content aligns with Gen Z’s values, emphasising mental health and sports community connection while addressing key social issues. This approach fosters a strong connection with the target audience throughout the anticipated 2024 Olympics period.

OOH advertising (Paid) This advertising strategy targets Gen Z university students in Manchester by strategically placing visually captivating Olympic-themed banners and posters at sports centers across local universities. It involves collaboration with university sports teams, enriching the campaign with a sense of community and aligning with the active, sport-oriented lifestyle of the targeted audience. This will enhance visibility to targeted customers and deepen resonance within the academic community.

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Figure 3: Poster at the entrance of sport centers Visual Photo 3: OOH Advertising near sport centers (Mockup) 9

SEO Optimisation (Paid and Owned)

SEO tactics play a pivotal role across all campaign stages.

According to SimilarWeb (2023), organic search, accounting for 41.04% of customer reach, emerges as the most influential marketing tool for Selfridges.

Its website has monthly visits of 6.498 M with 19.44% growth in traffic, which solidifies it as a UK luxury leader retailer. Therefore, Selfridges aims to leverage SEO tactics to boost its website’s visibility and engagement during the anticipated 2024 Olympics period.

Figure 4: Selfridges website performance (SimilarWeb, 2023) To become the most reached organic search engine, the website prioritises the delivery of high-quality content, incorporating both brand and non-branded keywords, as advised by Digital Marketing Institute (2021). For organic research, keywords such as “Selfridges” and “Selfridges UK” will be strategically employed as they are identified as top organic search terms (SimilarWeb, 2023). Additionally, keywords like “Olympic 2024 tickets” and “Olympic 2024” are currently projected in high demand as evidenced by cost-per-click rates (AnsweThePublic, no date).

A crucial aspect of this SEO approach involves the integration of trending Olympic keywords, particularly those reflecting local interests. For example, searches like “Gen Z Olympics experiences in Manchester Selfridges” and “Gen Z Olympic-themed events for 2024 spirit” are designed to seamlessly direct customers to the dedicated Selfridge campaign page. That page not only offers a comprehensive overview of the campaign but also provides easy access to event information and ticket purchase options, ensuring a user-friendly and engaging experience. Through this strategy, Selfridges aims to position itself as a destination for Olympic-related content, maximising visibility and attracting a target audience, particularly the Gen Z demographic during the 2024 Olympics.

Figure 5: Olympics 2024 Search Volume (Answerthepuplic, 2023)

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IG stories

Teaser

Polls

ACT Instagram Stories and YouTube Engagement (Owned) As 88% of Gen Z prefers Instagram Stories (Cubaka, no date), Selfridges plans interactive polls for customers to choose sports featured in live parties and count down for live events. YouTube will serve as a comprehensive platform, with detailed explanations from Selfridges staff about the campaign’s concept and events through video and live Q&A sessions.

User Generated Contest (Shared) Selfridge will launch an exclusive social media contest on Instagram by introducing the hashtag #GenZpireOlympicDream. Customers will be encouraged to share their inspiration moments from the Olympic Live Party and the most creative entries will win special prizes and recognition. This user-generated content will promote customer engagement and contribute to a sense of community and excitement.

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CONVERT Personalised Email (Owned) Selfridge uses a multi-faceted approach to conversion by sending personalized email campaigns to target customers and key holder program members. These emails highlight exclusive access to the live Olympic Event, the chance to participate in a unique vending machine draw, win voucher prizes, and connect with like-minded enthusiasts. To enhance this strategy, posters and online ads include scannable codes that lead directly to the campaign website.

Recipients can unlock their Key Holder Status access and are encouraged to act quickly due to the limited availability of 35 seats at each weekly event. This creates a sense of exclusivity and urgency. The aim of this coordinated effort is to smoothly guide individuals from initial awareness to active participation, utilizing personalized incentives and a compelling event structure to drive conversion.

Personalised email

Key Holder access

ENGAGE Post-Event Surveys (Owned) After each event, Selfridge will conduct post-event surveys to maintain engagement and gather insights into participant experiences and satisfaction levels. Respondents will be randomly rewarded with exclusive benefits, ranging from early access to new collections to invitations for upcoming events. In addition, Selfridge will maintain a consistent and ongoing social media presence post-campaign to ensure a smooth transition from event engagement to ongoing brand interaction.

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Figure 6: Tactical Matric (adapted from PRSmith, 2014)

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Figure 7: Marketing Calendar

5. Action Selfridge uses the SET MESSAGE planning system to integrate project management and plan the delivery of live events, avoiding miscommunication and reducing wasted time and money (Smilansky, 2017: 237).

Project Management Careful project planning and execution are crucial for achieving optimal results. Therefore, Selfridge employs the Gantt chart to track the amount of work completed during the campaign period. This will help to organise each small-detailed task of the staff by displaying the timeline (Smilansky, 2017: 246-7). Weekly team meetings will be held to review progress and check on staff well-being.

Figure 8: Gantt Chart

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The following are the key roles, both internal and external, along with their respective responsibilities.

Roles

Responsibilities

Event Manager

Planning, budget, Logistics, Collaborating with cross-functional teams

Marketing Team (PR, social media, Develops social media, email, and websites strategies, creates condesign, email) tent, analyse metrics Event Team

Ensure seamless execution of live events

CSR coordinator

Charitable efforts with Selfridges’ values

Technical specialist

Resolve technical issues

SEO specialist

Optimise online presence, conducts keyword research

Analytic specialist

Monitors metrics, generates reports, provides insights

Risk analysis It helps to mitigate potential challenges and prevent unnecessary problems, ensuring seamless campaign execution (Smilansky, 2017: p.252). This campaign has a risk and contingency plan to address any issues that may arise.

1.

2.

3.

Technical issues – Pre-event checks will be conducted, and there will be a dedicated technical specialist on standby to address potential technical challenges.

Insufficient staff – Backup Selfridge staff undergo training to ensure adequate support during events.

Low interaction during events- Specialised training for the event team aims to boost crowd engagement and encourage active participation.

Costs lists

Description

Staff

SEO specialists (Selfridge covers costs for other internal staffs)

Staff Training

Training sessions for respective roles and responsibilities

Event Display

Descoration, Interactive screens

Set-up costs

Seating, Logistics (vending machine, chocolate balls, projector), other breakdown costs

Offline promotion

Poster, Banners (print)

Online promoiton

Paid search, social media ads

Analytic specialist

Monitors metrics, generates reports, provides insights

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6. Control Objective

Measure KPIs

Increase Footfall Number of tickets sold

Increase brand Loyalty

Frequency Weekly

Manager

Retail Metrics: Footfall Track the number of visitors specifically in the menswear department.

Manager

Web metrics: Utilise Google analytics to monitor website traffic focusing unique visitors (Gen Z) and assess web conversion rates, especially those originating from social media targeted ads or paid search

SEO Specialist/ Analytics Specialists

Key Holders Acquisition: Monitor the growth in registrations and regularly assess the effectiveness of loyalty-building initiatives and promoting key holder benefits.

Weekly

Net Promoter score: Conduct NPS surveys through emails and posts on IG stories. Evaluate customer sentiment with detractors (scores 0-6), passives (scores 7-8) and promoters (scores 9-10). Calculate NPS as % promoters - % detractors (Sentance, 2018).

Increase brand credibility

Who

Social Metrics Monitoring: Track and analyse engagement Daily and weekly metics, inclusing likes, shares, comments, and user-generated content (UGC) utilising the campaign hashtag #GenZpireOlympicDream. Utilise social media analytics tools including Instagram insights, TikTok and YouTube analytics.

Marketing

CSR coordinator

Marketing

IG Stories Polls participation: Monitor audience preference and active involvement.

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7. References AFP-Relaxnews (2023) Millennials and Generation Z are a driving force in the luxury goods markets. Available at: https://ww.fashionnetwork.com/news/Millennials-and-generation-z-are-a-driving-force-in-the-luxury-goodsmarket,1539076.html#:~:text=By%202026%2C%20Millennials%20and%20Generation,%2Dspending%2C%20 more%20demanding%20consumers (Accessed: 13 November 2023).

AnswerThePublic (no date) Olympics 2024. Available at: https://answerthepublic.com/afu7og/reports/03c40201-273f-448f-a55f-57d3b2215134/edit?recently_searched=true (Accessed: 7 January 2024).

Beal, M. (2021) ‘Sports can learn from Gen Z’s anticipated consumption of the Olympics’, Sports Business Journal, weekly issue 12.18.2023. Available at: https://www.sportsbusinessjournal.com/SB-Blogs/COVID19OpEds/2021/06/30-Beal.aspx# (Accessed: 10 December 2023).

Bell, C. and Napoli, C. (2023) Future Consumer 2025. Available at: https://www.wgsn.com/fashion/article/6387b5d5995aec17a4f6d6e6 (Accessed: 13 November 2023).

Butler, S. (2022) ‘Selfridges wants half of transactions to be resale, repair, rental or refills by 2030’, The Guardia, (2 September). Available at: https://www.theguardian.com/business/2022/sep/02/selfridges-wants-half-oftransactions-to-be-resale-repair-rental-or-refills-by-2030 (Accessed: 26 November 2023).

Carnegie, M. (2023) ‘Are Gen Z the most stressed generation in the workplace?’, BBC, 16 February. Available at: https://www.bbc.com/worklife/article/20230215-are-gen-z-the-most-stressed-generation-in-the-workplace (Accessed: 6 November 2023).

Eldring (2009) Porter’s (1980) Generic Strategies, Performance and Risk: An Empirical Investigation with German Data. Available at: https://ebookcentral.proquest.com/lib/mmu/reader.action?docID=595221 (Accessed: 17 December 2023).

GMCA (No date) International strategy 2022-2025. Available at: chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://www.greatermanchester-ca.gov.uk/media/5842/international-strategy-summary-v7.pdf (Accessed: 6 November 2023).

Halliday, S. (2018) Selfridges wins back world’s best department store title. Available at: https://uk.fashionnetwork.com/news/selfridges-wins-back-world-s-best-department-store-title,981263.html (Accessed: 26 November 2023).

Halliday, S. (2022) Selfridges UK stores saw revenues falling 40% in first pandemic year. Available at: https:// ww.fashionnetwork.com/news/Selfridges-uk-stores-saw-revenues-falling-40-in-first-pandemic-year,1366851.html (Accessed: 5 November 2023).

HESA (2023) Number of students enrolled at universities in Greater Manchester from 2016/17 to 2021/22.

Available at: https://www-statista-com.mmu.idm.oclc.org/statistics/1372609/manchester-number-of-students/ (Accessed: 13 November 2023).

Kansara, V. A. (2018) The Secrets to Selfridges’ Success. Available at: https://www.businessoffashion.com/articles/luxury/the-secrets-to-selfridges-success/ (Accessed: 26 November 2023).

Llewellyn, G. (2022) Markeing campaign analysis – How to review your campaigns’ effectiveness. Available at: https://www.smartinsights.com/traffic-building-strategy/campaign-analytics/how-to-review-a-marketing-campaigns-effectiveness/ (Accessed: 17 December 2023).

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Manchester City Council (2023) Investing In Success- Manchester’s new economic strategy unveiled. Available: https://www.manchester.gov.uk/news/article/9376/investing_in_success_-_manchesters_new_economic_strategy_unveiled (Accessed: 6 November 2023).

McKinsey & Company (2023) What is Gen Z? Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 13 November 2023).

McKinsey & Company (no date) Mind the Gap: Loyal Z: Why Gen Z customers won’t be tied down to one brand.

Available at: https://www.mckinsey.com/~/media/mckinsey/email/genz/2022/07/12/2022-07-12b.html (Accessed: 17 December 2023).

Mintel (2023) Fashion Technology & Innovation – UK- 2023. Available at: https://reports-mintel-com.mmu.idm. oclc.org/display/1155183/?fromSearch=%3Ffreetext%3Dfashion%2520technology%2520uk%26resultPosition%3D1 (Accessed: 6 November 2023).

Morgan, B. (2018) ‘A Global View of The Customer Is Always Right’, Forbes, 24 September. Available at: https://www.forbes.com/sites/blakemorgan/2018/09/24/a-global-view-of-the-customer-is-alwaysright/?sh=335ce411236f (Accessed: 26 November 2023).

O’Neill, A. (2023) United Kingdom – Statistics & Facts. Available at: https://www.statista.com/topics/755/ uk/#topicOverview (Accessed: 5 November 2023).

Passport (2023) PEST Analysis: The United Kingdom. Available at: https://www-portal-euromonitor-com.mmu.idm. oclc.org/Analysis/Tab (Accessed: 6 November 2023).

Prsmith (2014) The Tactical Matrix – Choosing Which Tool – Owned, Earned or Paid Media. Available at: https:// prsmith.org/2014/11/11/the-tactical-matrix-choosing-which-tool-owned-earned-or-paid-media/ (Accessed: 17 December 2023).

Rawat, J. (2023) ‘Cracking The Code Of Gen-Z Loyalty Programs’, Forbes, 10 August. Available at: https://www. forbes.com/sites/forbesbusinesscouncil/2023/08/10/cracking-the-code-of-gen-z-loyalty-programs/?sh=6d8a7f481a78 (Accessed: 17 December 2023).

Retail Week (2022) How Harry Selfridge predicted the future of retail. Available at: https://www.retail-week.com/ retail-voice/how-harry-selfridge-predicted-the-future-of-retail/7041535.article (Accessed: 26 November 2023).

Retail Week (no date) Selfridges. Available at: https://www.retail-week.com/prospect/selfridges/138.supplier (Accessed: 5 November 2023).

Ross, K. (2023) Losses narrow at Selfridges as revenues jump. Available at: https://www.drapersonline.com/ news/losses-narrow-at-selfridges-as-revenues-jump (Accessed: 5 November 2023).

Rozario, K. (2023) ‘Scrapping Tax-Free Shopping Is Costing Britain $14 Billion In Lost GDP, Says Report’, Forbes, 31 July. Available at: https://www.forbes.com/sites/kevinrozario/2023/07/31/scrapping-tax-free-shopping-iscosting-britain-14-billion-in-lost-gdp-says-report/?sh=bbf87a97c7ef (Accessed: 6 November 2023).

Selfridges (no date) About Selfridges. Available at: https://www.selfridges.com/GB/en/features/about-us/ (Accessed: 5 November 2023).

Selfridges Group (no date) Selfridges. Available at: https://selfridgesgroup.com/store/selfridges/ (Accessed: 5 November 2023).

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Sentence, R. (2018) What is a Net Promot… Score (NPS) and Why do you need one? Available at: https://econsultancy.com/what-is-net-promoter-score-nps/ (Accessed: 1 Jan 2024).

Sergeant, E. (2023) Manchester has been named one of the top 10 cities in the world for sport. Available at: https://themanc.com/trending/manchester-has-been-named-one-of-the-top-10-cities-in-the-world-for-sport/ (Accessed: 10 December 2023).

Similarweb (2023) Website performance selfridges.com. Available at: https://pro.similarweb.com/#/digitalsuite/ websiteanalysis/overview/website-performance/*/999/3m?webSource=Total&key=selfridges.com (Accessed: 6 November 2023).

Smilansky, S. (2017) Experiential Marketing: A practical guide to interactive brand experiences. Available at: https:// ebookcentral.proquest.com/lib/mmu/detail.action?docID=5164066 (Accessed: 24 December 2023).

Statista (2023) Cities and towns in the United Kingdom (UK) ranked by international visits in 2019 and 2022.

Available at: https://www-statista-com.mmu.idm.oclc.org/statistics/289010/top-50-uk-tourism-destinations/ (Accessed: 5 November 2023).

Statista (2023) Revenue of Selfridges Retail Limited worldwide from fiscal year 2011 to 2023. Available at: https:// www-statista-com.mmu.idm.oclc.org/statistics/861908/selfridges-retail-limited-revenue-worldwide/ (Accessed: 6 November 2023).

Steward, C. (2023) Stress in the UK – statistics & facts. Available at: https://www.statista.com/topics/6735/ stress-in-the-uk/#topicOverview (Accessed: 6 November 2023).

Taylor, N. (2022) Harrods, Selfridges, Macy’s ‘most popular’ department stores globally. Available at: https://ww. fashionnetwork.com/news/Harrods-selfridges-macy-s-most-popular-department-stores-globally,1470009.html (Accessed: 6 November 2023).

8. Appendix

SEO search, Social media ads, Email, OOH advertising (Posters & Banners)

Instagram stories, YouTube Video & Live User Generated Content Personalised Emails, Events Ticket purchase on website

Post-Event surveys, Coupon Emails

Figure : RACE Planning Framework (adapted from Llewellyn, 2023) 23