Debenhams plans social ‘co-buying’ campaigns ahead of Christmas

Debenhams has teamed with Buyapowa to allow fans to share special offers and get exclusive rewards.

With the first of these co-buying campaigns taking place today, 10 September, more are set to run in the lead-up to Christmas.

Ross Clemmow, director of e-commerce at Debenhams, commented: “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.”

The first co-buy 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.

Gideon Lask, CEO 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.

“Selling successfully on social will be especially crucial in the run-up to Christmas, when retailers need to think well beyond traditional discounting strategies to beat the competition.”

The customers who make the most successful referrals will be doubly rewarded via exclusive prizes, including a personal styling session and hundreds of pounds to spend at Debenhams.

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