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Debenhams rolls out wifi as latest phase of multichannel strategy

Debenhams has introduced wifi across all of its 167 UK stores.

The rollout follows a trial run with O2 in three UK stores and one million downloads of the Debenhams app. The department store claims that 20% of its online traffic now comes from mobile devices.

Debenhams is offering the service so that customers can access information, special deals, check for sizes and availability or arrange for good to be delivered to their homes.

Scanning a product bar code details its manufacture, and available colours and sizes, while out of stock garments can be ordered for home delivery. Debenhams has already been using its Extra kiosks – internet-enabled touch screens introduced last September - to offer up to five times the available range.

Debenhams Director, Simon Forster, said in a statement: “We’re seeing the shape of shopping in the future emerging right before our eyes. With over one million customers already with our app on their phones, free Wifi in stores has the potential to transform how people shop.”

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