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Debenhams launches transactional mobile app

Department store group Debenhams has launched its first fully transactional mobile application for shoppers on the move. The free-to-download app is available from today (October 11).

Aimed at tech-savvy impulse buyers, the app will offer a range of features that will allow users to personalise their mobile shopping experience. A ‘My Debenhams’ tab will filter items by type, brand, colour, price and size. Bargain-hunters can just shop sale items.

It also includes a ‘Barcode Scanner’ feature that will allow customers to check prices and reviews by taking a picture of a product’s barcode with their phone’s camera. It will allow consumers to avoid queues and create wish-lists for shopping at a later date.

The scanner will also offer access to exclusive products and offers through specially-generated visual QR codes in advertising and Debenham’s store windows.

Simon Forster, online trading director for Debenhams, said the app aimed to breach the gap between the high street shopping trip and accessing Debenhams.com from home.

The wish list and gift list features have been designed to help customers organise their shopping, particularly in the run-up to Christmas, allowing them to circulate wish lists, and allocate gifts to family and friends. A store finder app will use GPS navigation technology to guide people to their nearest store.

Forster added: “Come Christmas, the Debenhams app will transform how we shop, enabling customers to manage their purchases wherever and whenever they want at the busiest time of the year.

“Hundreds of our customers were involved in the design and development of the app and we will continue to monitor feedback to explore further e and m-commerce strategies.”

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