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Follows up strategic multichannel iPhone and TV launches with extended smartphone coverage

Follows up strategic multichannel iPhone and TV launches with extended smartphone coverage


Debenhams has this week extended its shopping app, launching it today for Android and Nokia phones, and making the retailer the first on the High Street to offer apps for the three key smartphones.


The free-to-download, fully transactional apps follow the highly successful launch of the Debenhams iPhone app in October 2010 and the subsequent launch of its own TV channel in November 2010.


Designed to target the on-the-move shopper and enrich the in-store experience, the Debenhams reported that its iPhone app achieved 360,000 downloads and sales of nearly £1 million within five months of launch.


Building on iPhone success


With the success of the iPhone app and sales on increasing by 82.4%, Debenhams has extended its multichannel business to include mobile phone users with Android and Nokia phones.


The star feature of the Android app is its barcode scanner, which it claimed is the first by a High Street retailer. This acts as a virtual shopping assistant, using the phone’s camera to snap product barcodes, automatically checking pricing and reviews. The barcode scanner has proved a popular feature on the iPhone app, with customers using it over 90,000 times in the first five months.


Customers will also be able use the scanner to access exclusive products and offers by looking out for specially generated visual QR codes in advertising and Debenhams’ store windows.


Harriet Williams, head of digital development for Debenhams, said: “Our iPhone app has already seen 2.4 million shopping sessions with 110,000 customers using the app more than five times.


“Launching on the Android and Nokia platforms opens Debenhams mobile shopping to another millions more customers, bridging the gap between the high street and


“Acting as a pocket personal shopper, downloading the Debenhams app means getting lost, not being able to find your size and having to carry heavy bags home are pitfalls of shopping trips past”.


Adding form-friendly features


Debenhams also said customers no longer have to scroll endlessly through reams of products online. The apps enable customers to narrow down the selection of items displayed by type, brand, colour, price and size. Bargain-hunting shoppers can even select to shop for sale items only.


The ‘Wish List’ feature has been designed to allow users create their shopping list and email their list to friends and family as gift ideas for birthdays and Christmas. Wish lists can either be created by scanning products in store or by selecting them in the app.


‘Store Finder’ is the shopping sat-nav, helping customers locate their nearest Debenhams store and view store contact details, opening hours, facilities and a floor guide.


The fully transactional Debenhams Android app can be downloaded for free now from the Android Market. It is available on 80 handsets and was developed in conjunction with No Need for Mirrors.


Developed in conjunction with the same agency, the Nokia app is available in the Ovi store for the following phones; Nokia 5800 XpressMusic, Nokia 5800 Navigation Edition, Nokia C5-03, Nokia C6-00, Nokia N97, Nokia N97 mini, Nokia X6, Nokia C6-01, Nokia C7-00, Nokia E7-00, Nokia N8.