Case Study on Debenhams

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Debenhams is the UK’s leading department store with a turnover in excess of £2bn, over 140 department stores in the UK, a further 40 franchised stores around the world, and a significant online presence. The original Debenhams store, founded in 1913, was based in London, and is still used by the company for its press and communications activities. Acquisitions of Harvey Nichols and Browns stores followed and the company listed on the stock market in 1928. Debenhams continued to expand rapidly in the 1990s before being bought by a private consortium in 2003, returning to the stock exchange in 2006.In the UK, Debenhams has a top four market share in women’s wear and menswear, and a top ten share in children’s wear. It leads the market in premium health and beauty. Debenhams is available online in 70 countries and is the eleventh biggest UK online retailer by traffic volume. In March 2012 Debenhams was awarded “Multichannel Retailer of the Year” at the Oracle Retail Week Awards. In early 2005 Debenhams launched a new initiative to offer customers the ability to order currently unavailable items either from within their home store, or by calling a central phone service. Called ‘Debenhams to you’, the service needed a means by which up to 2,500 internal members of the Debenhams team could be contacted to help make the ‘Debenhams to you’ services a success. The ‘Debenhams to you’ service has been a great success with thousands of items per week being ordered through this route. And the decision to use a text service to deliver the store-to-store communication has proven to be a good one. Since the introduction of text-messaging to Debenhams, other applications and uses for SMS services have been found. Daily, tailored sales figures are sent out to store managers, regional managers and directors, as a means of providing up-to-the-minute store and region performance data. The company also offers a Developer Toolkit for clients to integrate texting in to their own...
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