Debenhams launches “click, try & buy” trial

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Debenhams profit warning

Debenhams is set to trial a “click, try and buy” service at its new Stevenage store this year as part of a raft of measures to improve customer experience under its Debenhams Redesigned turnaround strategy.

The service is different to ordinary click-and-collect in that it allows customers to either book a changing room to try on their online purchase at the time of pick-up, or book an appointment with a personal shopper when they pick up their item.

With a personal shopper, customers can browse accessories and other suggested pieces as well as get an instant refund for any return items.

A spokeswoman from Debenhams told Retail Gazette that a decision on a whether or not there would be a national rollout of the service won’t be made until the trial in Stevenage has finished.

Open only since last August, Debenhams’ new Stevenage store is being used as testing ground for several innovations as part of its Debenhams Redesigned strategy.

According to Internet Retailing Magazine, the in-store product range is based on online demand in the catchment area, which has led to strong store sales.

In addition, the Stevenage store’s home performance is on par with Debenhams’ top branches, even though it only takes up half of the typical space.

The department store retailer’s new store Wolverhampton is also being used as a test bed.

The news comes as Debenhams reels from a gloomy start to the year, with a disappointing Christmas trading update and plans to slash 320 jobs – a move which could hit 25 per cent of store management roles.

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