{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Statistics from Debenhams provide further evidence of the value of mobile commerce to retailers, with its iPhone app bringing in £1m in sales in five months. 

Following the early success of the iPhone app, Debenhams is now releasing apps for Android and Nokia devices. 

The Debenhams iPhone app, released in October last year, is a well designed app which plays a useful role in the retailer's multichannel strategy.

By following up with Android and Nokia apps, Debenhams has expanded its reach to other mobile users, and also internationally - the iPhone app has been used as far away as Australia and New Zealand. 

debs_app_andriod

Several surveys, including this recent one from iModerate, show the growing use of smartphones in offline retail. More than half of smartphone owners use their mobiles in stores, mainly for price comparison and product research. 

The Debenhams apps are in part designed to take advantage of such trends, and the barcode scanner is something that makes this kind of product research much easier for users.

Though the Nokia version doesn't have the barcode scanning function, the Android version does, making Debenhams the first high street retailer to offer this. On the iPhone app, the barcode scanner has proved to be a popular feature, having been used over 90,000 times.

The iPhone app has been downloaded 360,000 times, and 110,000 people have used the app five times or more since its launch.    

Graham Charlton

Published 22 March, 2011 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (7)

Comment
No-profile-pic
Save or Cancel
Avatar-blank-50x50

Digistraction

Debenhams are ahead of the curve with their mobile app in the retail sector, its a great addition to the multichannel approach their agency are following. The app itself is easy to use and actually useful.
When it launched they had a giveaway that you could only access by downloading the app, a nice idea.

Richard
Mobile Apps
http://www.digistraction.net

over 5 years ago

Avatar-blank-50x50

Tim Wright

Does anyone have any data for what percentage of Debenhams' online sales this accounts for?

over 5 years ago

Avatar-blank-50x50

anon

Roughly 1% based on Debs' web sales y/e Feb 2010 being £103.8m

over 5 years ago

Avatar-blank-50x50

anon

Although the £1m is an unqualified figure, for all we know it could be gross sales (inc. VAT, exc. discounts), it is a remarkably round number

over 5 years ago

Avatar-blank-50x50

anon

Previous comment disappeared, maybe we are only allowed one? To consolidate the 2 replies:

About 1% based on web sales y/e Feb 10 being £103.8m

Although the £1m is an unqualified figure, for all we know it could be gross sales (inc. VAT, exc. discounts), it is a remarkably round number

over 5 years ago

Avatar-blank-50x50

anon

OK well I tried to help but econsultancy keep deleting the comment for some misguided reason.

Debenhams is a plc, the sales figures I was quoting come from the annual report posted on their website...!

So much for UGC best practice ;-)

over 5 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

@Anon - we have an auto spam filter from Akismet which sometimes filters out non-spam comments. In your case, this could be because you chose to remain anonymous. We'd prefer people to provide names, or even better, comment when logged in.

over 5 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.