10% Weekend

The front of the roll-fold DM, which shows a variety of green products on long green grass.

10% Weekend CRM campaign AW/14

Campaign photography by Omer Knaz, emails by Kat Balcomb.

10% Weekends are marketing campaigns run by Harrods’ CRM team that target members of Harrods Rewards loyalty scheme. It allows a rewards scheme member to get an exclusive 10% off most items in-store over a weekend. They are run several times per year.

The campaign is supported with emails, printed invitations and press advertising. During the weekend itself, a store-wide suite of signage and plasma screens are used to draw attention to the event and acquire new members. Harrods’ website features the campaign identity as do social media assets.

This 10% weekend used Australian Typha grass with green products from around the store and was shot by Omer Knaz.

The inside of a female customers DM, showing personalised products from the womenswear department. The inside of a male customers DM, showing personalised products from the menswear department. A postcard version of the DM with the same green products on green grass. The hero image from an email showing the green grass and green products. The lower portion of an email showing womenswear products tailored to the recipient. A newspaper advert letting customers know about the up-coming 10% weekend. An A5 table top sign using the green products on green grass from the campaign. A campaign banner affixed to a pillar in Harrods. Large plasma screens in-store advertise the campaign to shoppers. Door signs are affixed to every entrance to the store, using the campaign green customers will have seen on their invitations.