Selfridges dials up experiential for reopening

Iconic department store Selfridges reopened on 15 June, and it’s back with a bang.

According to Stores Director Meave Wall, "Innovation and creativity continues to be a priority for Selfridges and, even with measures in place to keep us all safe, we are pulling out all stops to inspire our customers in store." She has promised customers a "joyful experience", and Selfridges' own website says customers should expect "exciting new services and measures to help make shopping safe, seamless and inspiring."

An early pioneer in the field of experiential marketing, Selfridges continues to place a premium on the customer experience. The luxury store has boosted its personal shopping capacity, expanded virtual appointments and its food delivery service, and is providing live entertainment for customers queuing outside.

These are, of course, in addition to safety measures that will reassure and protect both returning customers and staff, which include temperature checking for all staff, 850 protective till screens, and an upgraded digital foot-traffic monitoring system that will help the store stick to a ratio of 20 square metres per customer.

An excerpt from Selfridges' store journey

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