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Debenhams launches new social selling strategy in run-up to Christmas

Debenhams is ramping up its social strategy by launching several social ‘co-buying’ campaigns between now and Christmas.

GENERAL MERCHANDISE

Debenhams launches new social selling strategy in run-up to Christmas

Launched in partnership with Buyapowa, the first co-buy offer went live this week and gives online shoppers the opportunity to purchase gift cards for Debenhams’s new Autumn/Winter 2014 collection, the value of which will increase as more people commit to buy.

Customers who join the co-buy will be incentivised by group rewards and leaderboard-based gamification to get their friends, family and colleagues to purchase. Those who make the most successful referrals will be rewarded via exclusive prizes such as a personal styling session or hundreds of pounds to spend at Debenhams.

Co-buying will also form a key strategic pillar of Debenhams’s Christmas online marketing campaign.

Ross Clemmow, director of e-commerce at Debenhams, explained: “We are always looking to the latest best practice methods to engage with our customers online. Co-buying is an innovative approach in connecting with new customers through our existing most engaged customers.

“The format acts as a great way to strengthen the customer experience and further drive sales.”

Gideon Lask, chief executive of Buyapowa, said: “We’re excited to help Debenhams turn existing customers into highly motivated marketers and brand evangelists through curation, dynamic pricing and gamification across social channels.

“We call this magic formula co-buying, and it’s the perfect way to get social audiences shopping. People love systems with a bit of fun to them: a game, a competition, a countdown. We love taking on the system, getting something for nothing and gaining social kudos. Co-buying taps into these social drivers.”

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