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Debenhams wins multi-channel retailer of the year

BY ASHLEY PAYNE, DIGITAL OPERATIONS MANAGER ON 13 APR 2012 15:29 DEBENHAMS NEWSCOMMENTS

Debenhams recently won the Retail Week multi-channel retailer of the year award. It is a delight and an honour to win this award – successful multi-channel retail means the pulling together of a lot of different teams across our business and so there are an awful lot of people who are really chuffed with this.

So how did we get here?  Well we are always talking with our customers to find ways to improve our shopping experience, and about two years ago they challenged us to make it easier to shop with Debenhams.  The trends that emerged were around using mobiles to shop the web and to help them find products that are unavailable in their local store or currently out-of-stock in the right size or colour.

This was a turning point for us and since then we have been consulting customers to add new ‘shopping channels’ to complement our existing stores and online presence.  Our busy teams have so far come up with:

-    iPhone, Android and iPad shopping apps (plus a Debenhams Beauty Club app)
-    A mobile optimised website
-    Touch-screen customer order points in-store
-    Glossy catalogues to help customers shop our extended furniture and home ranges

My particular favourite would be the in-store order points.  As well as showcasing our full extended range of products, these allow customers to find products that aren’t available in their size (or colour) for delivery to their home or store collection simply by scanning the barcode of the ‘wrong’ sized product and following the on-screen prompt.

Our next move is to look at whether customers would like a tablet optimised version of the website for their iPads / Galaxy tabs and such the like.  We also continually review our existing service as we want to make sure our delivery and collect from store services are as convenient as possible for customers.

Well done to everyone involved in this award win.

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