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Debenhams teams with Activity Superstore to launch in-store VR setup - PC Retail

Debenhams teams with Activity Superstore to launch in-store VR setup

The partnership will see VR demo stations in 21 Debenhams stores by the end of November
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Ahead of the Christmas sales period and an expected in increase in demand for virtual reality as a gift, leading in-store gift experience company, Activity Superstore, is rolling out a landmark promotion into 21 Debenhams UK stores in November 2017. 

Four of the company’s gifts experiences are being demonstrated through the use of VR. It includes the chance to fly through the skies on a helicopter to give shoppers in store a retail theatre experience, driving sales in the run up to Christmas and delivering ROI. This innovative approach makes the link between VR and the purchase being made in store, with the power of visualisation enabling gift buyers to get excited about heading in store. 

Activity Superstore CEO, Shaun Powell explained: “we see continual growth from our in-store gift experiences and wanted to provide our retail partners with a spectacle, which had a direct link to ROI and purchase for us, creating something entirely unique for shoppers to drive footfall in-store. We’re working with Debenhams to enhance customer engagement in-store while also delivering a virtual representation of our most thrilling gifts.”

Launching in November 2nd with the opening of a retail experience in Debenhams' flagship Oxford Street store, the activity supported the reveal of the retailer’s ‘You Shall’ themed Christmas window display and will be in store in time for the light switch-on this week. The company stated that the promotion will be rolled out in nine of Debenhams’ stores by November 22nd, with a further 12 added by December 11th.

Richard Vanoli, head of merchandising at Debenhams, said: “We know that customers buying gift experiences are keen to get an understanding of what the activity will look like before they purchase. Incorporating virtual reality into the sales process enables us, along with our partner Activity Superstore, to give shoppers an immersive snapshot of what is on offer.”

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