Flagship store uses digital solutions to improve customers’ shopping experiences

Debenhams Oxford Street store completes £25m tech makeover

Debenhams’ flagship store has completed a £25 million makeover, which sees the retailer adopt technology to improve customers’ shopping experiences.

The revamp of the Oxford Street outlet was officially launched in December last year to coincide with a celebration of the department store’s 200th birthday.

The store includes seven new floors, including Debenhams’ biggest-ever beauty hall, a new shoe hall, three places to eat and a new home floor.

The store’s new interior utilises digital media solutions provided and installed by audio-visual and digital media firm AVM Impact, including two nine-screen video walls positioned at the main entrances from Vere Street and Marylebone Lane.

On the ground floor a cluster of 65 and 46-inch ceiling suspended displays have been installed in order to highlight the store’s focal point.

Five beauty brands within the cosmetics hall have also been granted a facelift, with 46-inch pillar-mounted screens in place to reinforce brand presence using digital content that can be viewed and updated remotely.

“Debenhams is leading the way in in-store digital media, bringing its retail estate in line with changing consumer expectations, creating a unique customer experience,” said Andrew Nelson, retail director at AVM Impact.

“Debenhams is one of three retailers that AVM Impact is working with on Oxford Street, the UK’s most prominent retail location. It’s clear to see the increasing trend from retailers wanting to invest in digital technology, enabling them to better inform, engage and influence consumers in their buying decisions.”

“The digital transformation of retail is moving at an incredible pace and we’re excited to be at the heart of it.”

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