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Debenhams catalogue aims to boost online sales


Department store group Debenhams has launched a home catalogue in the hopes of boosting its online sales, it was announced yesterday.

The retailer is aiming to increase its market share amid tough economic conditions, and the new 68-page catalogue features celebrated designers in a bid to entice shoppers to spend on non-essential items.

Displaying electricals items and home products such as furniture, the catalogue is now available in-store and online, having initially be mailed out to target 195,000 of the retailer’s cardholders.

Last week, the company announced that sales remained flat despite a growth in profit for the 53 weeks ending September 3rd 2011.

The home sector continues to struggle as consumer confidence remains low, though the company feels that its new strategy will allow customers to shop from home as well as driving visitors to its multichannel offerings.

Steve Lightfoot, Debenhams Divisional Trading Director for Home, explained the importance of enticing customers via new platforms.

“We have identified this opportunity to communicate with our customers, and I am confident the catalogue will encourage them to reappraise Debenhams as a homeware destination,” he said.

“The aim of the catalogue is to highlight the breadth of our offer.”

It is hoped that the premium catalogue, which features both own-bought and branded products and also encourages people to shop online via their mobile phones, will boost the company’s profits in the months ahead.

Lightfoot added: “Using high-end stylish lifestyle photography, we are able to shine the spotlight on key departments such as furniture and living, which traditionally take up considerable square footage of selling space in our stores.

“We are hoping this will really drive these areas, and result in a boost to our home business.”

Published on Tuesday 25 October by Editorial Assistant

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