In November 2000 Harrod's launched their online casino (London Times, 2000) and completed a major software project to fulfill the long-term objective of integrating retailing and gambling operations (Precision Marketing, 2003). Gaming Offered

Harrods Online includes slot games, blackjack games, roulette, keno, and casino poker games. Slot games have increased in number and now include Luxuria Video Slots, King's Ransom Slots, London Video Slots, Passion Fruit Slots, Poker Slots, Pharaoh's 5-Coin Slots, Football 5-Coin Slots, Jungle King Slots, and Eastern Dragon Slots. There are nine forms of blackjack offered online including Spanish Blackjack, Multi-Hand Blackjack, and Asian Blackjack. Two forms of roulette and one game of baccarat is included, which is unusual for an online casino. There are six different forms of poker including Caribbean and Pai Gow poker, two forms of poker very popular through Asian countries. The selection of games is perfectly aligned with the key markets that Harrod's online casino is interested in increasing their share of the online gaming market. Baccarat is a specific case in point, where many of the more affluent of these nations travel to compete on this game, and with Harrod's Casino online offering the game, Harrod's has seen a high level of adoption in China, Taiwan, Hong Kong and throughout the Middle East.

What Makes Harrod's Casino Unique

This online casino is very unique in its ability to complete transactions and payouts within 24 hours in over 35 different currencies and...

This integration of marketing efforts and strategies and the resulting benefits to Harrod's customers further distances Harrod's online initiatives from many other competitors. It is highly unique to find a company that can integrate retailing and gambling and promote customer loyalties on both strategies, yet Harrod's has been able to successfully accomplish this. Further, the ability of Harrod's to keep the retailing customers continually loyal even if they have never gambled online is remarkable. What is happening today is that the most loyal customers in remote regions that the online casino was specifically built for are increasing their online spending overall. The integration efforts as defined by many articles (CasinoMeister, 2003) all point to the broader roadmap of the Harrod's Online strategy being even more integrated and more aligned to the specific audiences globally that have turned the online casino into one of the most successful globally.