Selfridges: How We Make It Work

What makes Selfridges’ food selection internationally-renowned?
We always go after the new and the exciting; because we have such a diverse range of customers we can have a wide food range from the traditional English Biscuit to the finest soya sauce and oils. It is important for us to work with the small boutique guys and help bring them to market, but on the flip side we also collaborate with big brands like Coke and Nutella to provide consumers products with a twist. Our food hall is incredibly dynamic, constantly moving forward and engaging with the consumer, giving them a chance to explore food and have fun doing it.

How do you maintain that reputation?
We spend a great deal of time looking for the next trend, the hottest new producer, the best product in each category. It is important that when consumers come to us they are able to discover new things but also try the best of each category.

How has Selfridges Foodhall evolved over the years?
Selfridges Foodhall has evolved a lot over the last few years, our focus has shifted and we have redefined who we are as the trends move forward. 10 years ago the US was our big focus – we were one of the first to bring American grocery and confectionery products into the country. Today we are all about British producers whilst maintaining wider international selections and gifting options. Along with our fantastic fresh counters and Selfridges Selection products we also have more quirky features such as The Chocolate Library (which was a world first and now contains 300 different varieties). We also recognise health as a strong trend so are building that side of our business with a self-treating twist. Changing and redefining yourself as a brand is key in keeping the consumer entertained and engaged, but it is still important to hold onto your core values around quality.

How do you ensure festive success?
Christmas is a very important time for all retailers, and a time where gifting and self-indulgence is the focus. We offer classic Christmas lines both under our Selfridges Selection brand and also in a range of other brands, and pride ourselves on sourcing both the classical and those with a twist. We have also brought in a lot of new gifting ideas including tea sets, olive oil and spice gift boxes for those looking for the perfect present for the the foodie in their lives. The Foodhall look and feel is also important, and activations like last year’s Nutella personalisation brings another level of engagement with the consumer. Christmas is a magical time, and at Selfridges we strive to entertain the customer whilst they enjoying selecting food and gifts for the festive season.

Image: Nando Machado/Shutterstock.com