Debenhams launches online customer research community

Debenhams has launched an online customer community called The Design Team, a standalone website from which they will run surveys and an online forum aimed at gathering customer feedback.

"As a member of the Design Team you have the opportunity to influence the future of Debenhams by providing your views and ideas on how we can improve," explains the site:

You will be asked to participate in regular online surveys and discussion forums. You will also receive newsletters to let you know how your feedback is influencing what we do and what else is happening at Debenhams. In recognition of your contributions, every time you complete a Design Team survey you will be automatically entered into a prize draw to win exciting prizes like gift cards and new products.

"For a long time Debenhams used to send regular surveys out to me and their other customers," reports Sarah Clelland of The Snow Patrol. "I must admit that after a while I was wondering why I was filling them in as nothing seemed to come of them. Having a website dedicated to gathering and sharing feedback is a definite improvement."

Debenhams grew its direct sales by 60.8% in the year to 30 August — but the total direct sales of £42 million still account for only 1.8% of the company's overall sales.