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Activity Superstore and Debenhams team up for immersive retail experience

In-store gift experience company Activity Superstore and the Debenhams department store chain have teamed up to roll out a promotion that uses virtual reality to bring gifts to life in stores for shoppers.

DEPARTMENT STORES

Activity Superstore and Debenhams team up for immersive retail experience

Four of Activity Superstore’s gift experiences are being demonstrated through the use of virtual reality in 21 Debenhams stores. These include the chance to fly through the skies on a helicopter.

Activity Superstore chief executive Shaun Powell said: “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.”

The project launched its first site on 2 November with the opening of a retail experience in Debenhams flagship store on London’s Oxford Street. The activity supported the reveal of the retailer’s ‘You Shall’ themed Christmas window display.

The promotion will be rolled out in nine of Debenhams’ stores by 22 November with a further twelve providing interactive encounters from 11 December throughout the festive shopping period.

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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