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Debenhams launches language signs to compete for Olympic pound

Debenhams is to launch in-store signage in Chinese, German and Russian in its London flagship store for the duration of the Olympic Games.

GENERAL MERCHANDISE

Debenhams launches language signs to compete for Olympic pound

Debenhams is to launch in-store signage in Chinese, German and Russian in its London flagship store for the duration of the Olympic Games.

The department store chain is trialling multi-lingual signage for theduration of the Games to make it easier for overseas visitors to shop in its stores during their stay in the capital.

Debenhams chose the language translations after it researched the number of overseas visitors due to come to London during the next two months for the Olympics and Paralympics. Travel industry experts have told the 200-year-old flagship department store to prepare for more German, Eastern European and Far East visitors as well as Americans. 

Signs in the retailer's flagship store on London’s Oxford Street will welcome, thank and communicate savings in English, German, Russian and Mandarin.

Mark Stevens, head of creative at Debenhams, explained: "We will welcome all visitors from abroad who will be here celebrating the Olympics and enjoying all that London has to offer. We want to communicate the value they will find in our store to them as well as our British customers.

"We are used to making overseas visitors feel welcome and have previously helped the thousands of Middle Eastern tourists in their own language who were in London for their now traditional stay before Ramadan."

Debenhams said it is considering making foreign language signs a permanent feature in its stores. 

According to travel companies, 31% more people will visit London during the Olympics than at this time last year. The biggest contingent is expected to be Americans followed by Germans, Eastern Europeans and those from the Far East.

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