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Debenhams Flagship Store Embraces Digital Technology in £25m Revamp

LONDON, February 13, 2014 /PRNewswire/ --



(more images available on request)

Debenhams recently completed a full revamp of its flagship Oxford Street store and unveiled it to the City in a launch which marks the department store's 200th birthday.

     (Photo: http://photos.prnewswire.com/prnh/20140213/670636 )

The new interior contains innovative digital media solutions that will transform the shopping experience at this iconic Oxford Street location. The technology was provided and installed by AVM Impact, a leading audio visual and digital media company.

The new technology includes two nine screen video walls positioned at the main entrances from Vere Street and Marylebone Lane - creating an impressive visual array, which complements the high design standards across the store.

On the ground floor feature area is a cluster of 65" and 46" ceiling suspended displays, enhancing the impact of this focal point. Five beauty brands within the cosmetics hall have also seen a facelift with pillar mounted 46" screens which will reinforce brand presence and inspire the customer journey with digital content that can be viewed and updated remotely.

Andrew Nelson, Retail Director at AVM Impact said "Debenhams is leading the way in in-store digital media, bringing its retail estate in line with changing consumer expectations, creating a unique customer experience.

"Debenhams is one of three retailers that AVM Impact is working with on Oxford Street, the UK's most prominent retail location. It's clear to see the increasing trend from retailers wanting to invest in digital technology, enabling them to better inform, engage and influence consumers in their buying decisions. The digital transformation of retail is moving at an incredible pace and we're excited to be at the heart of it."

The new Debenhams flagship Oxford Street store was officially launched on Monday 2nd December. It includes seven new floors including their biggest ever beauty hall, a new destination shoe hall, three places to eat and an inspirational new home floor.

About AVM Impact

AVM Impact offer turnkey retail digital media solutions; from consultancy, system design, creative services and content management through to installation and maintenance.

AVM Impact understands how technology can be integrated into a retail environment to create dynamic customer communications and an engaging shopper experience. Whether you want to ensure consistent brand presence, offer dynamic price promotion or simply communicate information effectively to your customers, AVM Impact has a range of solutions to drive your business forward.

About Debenhams

Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of 240 stores across 28 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.

In the UK, Debenhams has a top four market share in womenswear and menswear and a top ten share in childrenswear. It leads the market in premium health and beauty.

Debenhams is the eleventh biggest UK online retailer by traffic volume and in March 2013 was awarded "International Growth Initiative of the Year" and "The Retail Technology Initiative of the year for Endless Aisle" at the Oracle Retail Week Awards.

Debenhams has been investing in British design for 20 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Jeff Banks, Jasper Conran, FrostFrench, Henry Holland, Betty Jackson, Jonathan Kelsey, Ben de Lisi, Julien Macdonald, Jane Packer, Jenny Packham, Pearce Fionda, Stephen Jones, Preen, Janet Reger, John Rocha, Jonathan Saunders, Marios Schwab, Ashley Thomas, Eric Van Peterson and Matthew Williamson.

Press contact:
Jodie Robinson
Marketing Manager
AVM Impact
[email protected]
+44(0)845-2626-200
Please contact for more images or further information.

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