Debenhams flagship embraces digital technology
By Retail Technology | Monday February 24 2014
£25m store revamp includes new digital media to create engaging visual displays as part of the department store retailers premium retail concept
Debenhams recently completed a full revamp of its flagship Oxford Street store and unveiled it to the City in a launch, which marks the department store’s 200th birthday.
The new interior contains new digital media systems that are helping to transform the shopping experience at the retailer’s iconic Oxford Street location. The technology was provided and installed by audio visual and digital media company, AVM Impact.
The new systems include two nine-screen video walls positioned at the main entrances from Vere Street and Marylebone Lane – creating an impressive visual array in complement to the high design standards across the updated store.
Cosmetics hall given a facelift
The ground floor feature area houses a cluster of 65 and 46-inch ceiling suspended displays, enhancing the impact of this focal point. Five beauty brands within the cosmetics hall have also seen a facelift with pillar mounted 46-inch screens, which will reinforce brand presence and inspire the customer journey with digital content that can be viewed and updated remotely.
Andrew Nelson, retail director at AVM Impact, stated: “Debenhams is leading the way in instore digital media, bringing its retail estate in line with changing consumer expectations, creating a unique customer experience.”
Digital transformation trend
Nelson reported that Debenhams is one of three retailers that AVM Impact is working with on Oxford Street, the UK’s most prominent retail location.
“It’s clear to see the increasing trend from retailers wanting to invest in digital technology, enabling them to better inform, engage and influence consumers in their buying decisions,” he said. “The digital transformation of retail is moving at an incredible pace and we’re excited to be at the heart of it.”
The new Debenhams flagship Oxford Street store was officially launched on Monday 2 December. It includes seven new floors including the retailer’s biggest ever beauty hall, a new destination shoe hall, three dining areas and an inspirational new home floor.
