Mark Blundell (Harrods): "La tienda ofrece experiencias que la tecnología no puede replicar"

Mark Blundell, Harrods' Chief Retail Officer, recently shared insights from the EXPANSION Luxury Forum in Madrid, emphasizing that physical stores are far from dying and that investing in them and enhancing customer experience is more crucial than ever. Harrods, London's iconic luxury emporium, attracts nearly 15 million visitors annually, making it an exceptional barometer for retail.

Blundell clarified that Harrods' objective isn't to ensure all 15 million visitors have identical experiences but to guarantee that each customer has the experience they expect or even a better one. The store categorizes customers into three profiles: occasional visitors (mainly tourists), local customers with high purchasing power seeking a unique experience, and high-net-worth clients, who receive special attention in the store's top-level penthouse with salons and event spaces.

Blundell highlighted a recent collaboration with Hermès, where a customer wanted their car's leather to be of this brand, which the company successfully achieved. He believes that the company and its partners recruit the best professionals, seeing retail as a profession and an art. Blundell acknowledged the importance of artificial intelligence but emphasized that aspects like customers' emotions cannot be replicated by bots.

Harrods, with nearly 180 years of history, utilizes one of the most sophisticated and complex computer systems in the world. The store knows its customers intimately, with over 80% holding the company's loyalty card, a program in place for over 20 years. This data allows Harrods to cater to customers' preferences, identify opportunities, and anticipate new product offerings.

Despite the extensive use of artificial intelligence, Blundell believes that technology and physical stores complement each other, and Harrods continues to invest in its physical store, along with its tenants like Chanel and Louis Vuitton, who recently opened new boutiques.