Selfridges Customer Experience

The Selfridges plain box turns into a wow factor box when opened, giving an element of surprise and instant good feel factor about the brand.

The packaging is as good as the product inside, showing that Selfridges care about their customers.

For their online packaging it is vital that the brand identity has maximum impact, particularly for their international customer base who may never have visited a Selfridge’s store.

“For our online packaging, it’s vital that our brand identity has maximum impact – particularly with our growing international customer base who may never have visited a Selfridge’s store. To surprise and delight our customers across the globe, we designed our online packaging with the Selfridges ‘yellow moment’ hidden within. This bold yet sophisticated use of the Selfridges yellow and logo allows us to mirror the impact of our iconic Selfridges bags.” – Selfridges

“I found my visit to the Innovation Lab a great success, not only with Selfridges’ stakeholders, but also from Operations (third party fulfilment), Supply Chain, Marketing and Procurement who all attended. From the session we understood the total challenges and agreed actions and deadlines to de-risk our Christmas Come Early peak, whilst ensuring our packaging continues to represent the Selfridges brand in order to deliver the best customer experience. We will also benefit from using the Innovation Lab in the future for Selfridges’ packaging workshops and training programmes.” – Balwinder Sahota, Procurement Co-ordinator – Online, Foodhall & Restaurant

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