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Debenhams to roll out web-enabled touch screens


Department store group Debenhams is in the process of rolling out a new interactive in-store service, providing customers with a further channel on which to engage with the brand and its range of products.

The internet-enabled touch screens, branded Debenhams Extra, will allow shoppers to increase their knowledge of the retailer’s brand lines using a barcode scanner, check stock and order goods while on the shop floor.

Debenhams will be introducing the technology in all of its 153 UK stores in the build-up to the busy Christmas period, having already trialled the service in a small percentage of its outlets across the country.

It marks another step in the business’s multichannel retailing development, which has brought huge rewards for the company in the last year.

The retailer’s most recent trading statement, published last week, indicated that online, in-store ordering and mobile sales increased by 71.9 per cent year-on-year in the 12 months to August 27th 2011, showing that this area of the business is driving overall growth.

Lorraine Howard, Director at NN4M, the firm that developed the kiosks and which also counts fashion retailers Karen Millen and River Island among its clients, said: “We believe our team have recognised and responded to growing customer expectations by designing and building the range of in-store kiosks which enables customers to enjoy a seamless multi-platform experience.”

“The in-store kiosks are really fantastic, offering a mobile experience in store, while bringing customer service into the digital age.”

Published on Thursday 29 September by Editorial Assistant

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