Debenhams creates fairytale experience for Christmas customers

4th Dec 2017

Retailer Debenhams recently launched a campaign called ‘You shall’, which aims to provide its customers with a special shopping experience throughout the festive season.

The campaign will showcase the department store’s wide selection of gifts on offer in an attempt to draw customers in for all their present-buying needs.

To get into the festive spirit, a total of 175 Debenhams stores around the UK have received a makeover featuring glitter ribbon, baubles, tree lights and decorative stars.

Plenty of additional activities are taking place as part of the campaign. A ‘pay it forward’ scheme, taking place in flagship stores, encourages customers to buy a gift for another shopper, which is given out at midday.

Stores also feature interactive windows that allow customers to take selfies, and personal shopping assistants are on hand to find gifts for customers. Children are catered for with in-store theatre performances. The Institute of Customer Service’s UK Customer Satisfaction Index reported that “customer experience design has emerged as a distinct discipline in organisations seeking to differentiate themselves through service”.

‘You shall’ mirrors these findings and the increased customer engagement over the holiday season will likely encourage people to return to stores throughout the year. Debenhams also scored above average for customer satisfaction in this year’s report. Richard Cristofoli, Debenhams’ managing director of beauty and marketing, says ‘You shall’ is a modern take on Cinderella with finding at its core. He believes the campaign is “heart-warming and uplifting, and showcases Debenhams’ breadth of gifts for everyone”. 

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