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IREU Top500 The Customer Report: 2018

IREU Top500 The Customer Report: 2018

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Debenhams becomes first retailer to launch Android and Nokia apps

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Debenhams has added to its stable of m-retail offerings – namely an m-website and an iOS app – with new Android and Nokia phone versions, making the retailer the first on the high street to offer apps for the three key smartphones. The free-to-download, fully transactional apps follow the highly successful launch of the Debenhams iPhone app in October 2010.

Designed to target the on-the-move shopper and enrich the in-store experience, the Debenhams iPhone app achieved 360,000 downloads and sales of nearly £1 million within five months of launch*.

With the success of the iPhone app and sales on Debenhams.com increasing by 82.4 per cent+, Debenhams has extended its multi channel business to include mobile phone users with Android and Nokia phones.

The star feature of the Android app is the ‘Barcode Scanner’, the first by a high street retailer. This acts as a virtual shopping assistant, using the phone’s camera to snap product barcodes, automatically checking pricing and reviews. The barcode scanner has proved a popular feature on the iPhone app, with customers using it over 90,000 times*.

Eagle-eyed customers can also use the scanner to access exclusive products and offers by looking out for specially generated visual QR codes in advertising and Debenhams’ store windows.

Harriet Williams, Head of Digital Development for Debenhams says, “Our iPhone app has already seen 2.4 million shopping sessions with 110,000 customers using the app more than five times*.

“Launching on the Android and Nokia platforms opens Debenhams mobile shopping to another millions more customers, bridging the gap between the high street and Debenhams.com.

“Acting as a pocket personal shopper, downloading the Debenhams app means getting lost, not being able to find your size and having to carry heavy bags home are pitfalls of shopping trips past”.

Customers no longer have to scroll endlessly through reams of products online. The apps enable customers to narrow down the selection of items displayed by type, brand, colour, price and size. Bargain-hunting shoppers can even select to shop for sale items only.

The ‘Wish List’ feature has been designed to allow users create their shopping list and email their list to friends and family as gift ideas for birthdays and Christmas. Wish lists can either be created by scanning products in store or by selecting them in the app.

‘Store Finder’ is the shopping sat-nav, helping customers locate their nearest Debenhams store and view store contact details, opening hours, facilities and a floor guide.

Keith Varty, Head of Apps and Brand Partnerships, Nokia UK, said "We're delighted to welcome Debenhams to the Ovi Store, with a great app that allows Nokia users to explore and purchase goods on the go, from one of the nation’s leading retailers."

Williams adds, “The launch of the Android and Nokia apps also brings Debenhams to an expanded international audience. With shopping and delivery on the iPhone app proving popular as far away as the USA, Australia and New Zealand, time-poor consumers can now enjoy Debenhams directly from their mobile wherever and whenever they like”.
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