Debenhams adds Extra in-store services

Debenhams is planning to roll out online kiosks with access to its ecommerce site in all its department stores to boost its multichannel operations.

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It is the latest move the department store has made to complement its traditional store experience with digital and multichannel platforms.

The touchscreen kiosks will be branded Debenhams Extra and allow customers to order anything from the Debenhams range in any store.

The department store chain has been running a trial in 26 of its 153 stores, and the kiosks will appear in all stores by the end of October in time for the key pre-Christmas trading period.

A Debenhams spokeswoman says the Debenhams Extra service is part of the department store’s ongoing strategy to extend its multichannel offering and gives customers the opportunity to “self-serve” while in store.

Debenhams also plans to link the kiosks to its point of sale system which will allow customers to pay via chip and pin.

The department store chain is also looking to tie online reviews into its in-store experience.

John Lewis recently announced plans to open a number of smaller department stores that would feature kiosks and a click and collect service to give customers access to its full range, and encourage them to take advantage of its multichannel platforms.

Watch Rosie Baker’s Video Viewpoint on multiplatform retail here

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