Over 200 years of Norwich heritage, and a digital footprint a fraction of its rivals'.
THE BRAND
Independent, family-owned department store with six shops across East Anglia
THE BRIEF
An integrated marketing communications plan for the fashion and beauty departments
MY ROLE
Sole author: audit, persona, strategy, budget and KPIs
DATA SOURCES
SE Ranking, ONS, NorwichBID, Statista, Instagram
01 · THE SITUATION
Jarrold's real strength is symbolic capital (Bourdieu): its heritage signals taste and distinction to shoppers who buy to express who they are. But it relies on physical footfall, which peaks in December, while the market keeps moving online.
Shoppers now expect an omnichannel experience (Verhoef), so the store's in-person experiences need to link directly to its online touchpoints.
fig. 1 — monthly organic web visits, February 2026
Jarrold gets less than 1% of John Lewis's organic traffic. The bar is drawn slightly wider than that so you can see it at all.
02 · THE CUSTOMER
25–34-year-olds have the highest median disposable income in the UK and live on Instagram and TikTok. Sophie represents that segment: someone who will pay a premium for authenticity, and whose tastes Jarrold's sense of distinction speaks to.
Positioning: premium experiential authenticity. Heritage, craft and story justify the price (Kapferer).
PERSONA · TARGET SEGMENT
Mid-level marketing manager, Norwich
03 · THE PROPOSITION
switch between the three layers ↓
UNIQUE SELLING PROPOSITION
A curated, premium experience built on local products and businesses. It can’t be copied, but for 25–34-year-olds tired of ads, functional uniqueness alone isn’t enough to win them.
EMOTIONAL SELLING PROPOSITION
The plan shifts the emotional promise from authenticity and local roots to helping people become who they want to be. That sets Jarrold apart from rivals that offer only a transaction.
EXPERIENTIAL SELLING PROPOSITION
Fashion and beauty events, personal styling advice, masterclasses and tutorials, with exclusive discounts for attendees. Photo booths and QR codes link each event to Instagram and the loyalty programme, closing the gap between in-store and online.
04 · THE CAMPAIGN
Each attendee becomes the main character of their own style transformation (Narrative Transportation Theory). Expert-led advice serves the high-involvement central route, and photo booths and user-generated content do the peripheral work (Elaboration Likelihood Model).
fig. 2 — the in-store-to-online loop
01 · IN STORE
Styling consultations & beauty masterclasses
02 · CAPTURE
Branded photo booths & QR codes
03 · SHARE
Guests post to Instagram & TikTok
04 · RETURN
Loyalty programme & event discounts bring them back
fig. 3 — estimated Norfolk reach
fig. 4 — £10,000 budget, objective-and-task method
05 · HOW SUCCESS IS MEASURED
Digital brand awareness
Brand-recall survey via QR codes at events
Social reach & followers
Instagram Insights and TikTok analytics
In-store footfall
Footfall counters
Fashion & beauty transactions
EPOS transaction data
All targets are set for six months after launch. I used DAGMAR to structure the evaluation, while noting its limit: it assumes a straight-line journey, which experiential retail rarely follows. That's why comment sentiment, user-generated content and event attendance are tracked alongside the hard numbers.