September 28th, 2011

Deben­hams extends mobile strategy with mobile web­site and QR Codes

Debenhams iPhone appBrit­ish depart­ment store chain Deben­hams has launched a mobile shop­ping web­site in time for the run-​up to the Christ­mas and hol­i­day season.

The mobile site is in addi­tion to an exist­ing Deben­hams app that makes use of fea­tures on a smart­phone such as the cam­era and GPS to cre­ate a richer exper­i­ence. The app offers bar code scan­ning, Deben­hams TV, a store loc­ator fea­ture, push noti­fic­a­tions, gift finder and wish lists.

In its first six months, the Deben­hams iPhone app has been down­loaded more than 500,000 times and has taken in more than one mil­lion pounds in sales.

The mobile site allows Deben­hams to reach all smart­phone devices, rather than just the iPhone, Android and Sym­bian devices that the mobile applic­a­tions are cur­rently avail­able on.” Har­riet Wil­li­ams, head of digital devel­op­ment at Deben­hams, London

The mobile site was developed in-​house in response to the sig­ni­fic­ant growth in traffic to Deben­hams’ tra­di­tional web­site from mobile phones.

The mobile site has been built to cap­it­al­ise on the grow­ing mobile traffic to Deben​hams​.com. In August 2011 there were 650,000 vis­its to Deben​hams​.com from mobile devices, an increase of 320% year-​over-​year.” Har­riet Wil­li­ams, head of digital devel­op­ment at Deben­hams, London

Deben­hams’ aim is to tar­get dif­fer­ent cus­tom­ers with the mobile site and the apps. “The mobile site is tar­geted at less loyal shop­pers and browsers who are search­ing on the mobile Web, whereas the Deben­hams applic­a­tion is for our loyal cus­tom­ers who want a per­man­ent link to Deben­hams on their phone,” Ms. Wil­li­ams said.

Users on the mobile site can find store loc­a­tions and hours, make pur­chases and watch Deben­hams tele­vi­sion and become a fan on Facebook.

The mobile site will be pro­moted via search mar­ket­ing, affil­i­ates, Deben­hams Face­book and Twit­ter, email news­let­ters to cus­tom­ers, in Deben­hams tele­vi­sion ads and through in-​store collateral.

The retailer is also test­ing a num­ber of other mobile approaches includ­ing using Aur­asma aug­men­ted real­ity to bring its print ads to life and the integ­ra­tion of QR Codes in smal­ler stores to extend the range of products being offered and in its advert­ising and location-​based mar­ket­ing with apps such as VoucherCloud.

Mobile is hav­ing an increas­ingly import­ant role across the busi­ness,” Ms. Wil­li­ams said. “In addi­tion to gen­er­at­ing mobile sales, mobile has been incor­por­ated into our mar­ket­ing through SMS, mobile coupons and QR codes.

It has also been intro­duced into stores through the bar code scan­ner integ­rated into the Deben­hams apps,” she said. “The bar code scan­ner allows the app to act as vir­tual assist­ant giv­ing the cus­tomer fur­ther inform­a­tion on products in store.”

Deben­hams oper­ates 153 stores across Bri­tain and Ireland.

Leave a Reply