1. Debenhams
Voucher Trial Case Study
July 2011

2. Debenhams - Introduction
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3. Debenhams Case Study - Agenda
• Background
• Objectives
• Planning
• The promotion
• Execution
• Results
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4. Debenhams Case Study - Background
• Regular voucher campaigns
• Historic methods used
• Traditional national press advertising
• Subsidise with new media activity
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5. Debenhams Case Study - Objectives
• Multi‐channel approach
• Detailed reporting
• Increase store footfall and online traffic
• Reduce the reliance on offline advertising channels
• Capture email and mobile data
• Acquire new customers
• Use unique codes to prevent misuse
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6. Debenhams Case Study - Planning
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7. Debenhams Case Study - Planning
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8. Debenhams Case Study - The promotion
Dates - 25th October ‐ Friday 12th November 2010.
Offer for Print/ National Press ‐
£5 off in store when you spend £25 or more/ 15% off any spend online.
Offer for Affiliate/ Email/ SMS/ iPhone App ‐
£5 off in store with no minimum spend/ 15% off any spend online.
In Store offer ‐ £5 off in store when you spend £25 or more.
Vouchercloud offer ‐ 10% off in store.
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9. Debenhams Case Study - Execution
• Affiliate
• Vouchercloud
• Mobile
• Social Media
• Email
• Print
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10. Debenhams Case Study – Affiliate
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11. Debenhams Case Study – vouchercloud
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12. Debenhams Case Study – Mobile
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13. Debenhams Case Study – Social media
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14. Debenhams Case Study – Email
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15. Debenhams Case Study – Print
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16. Debenhams Case Study - Results
• High volume distribution through affiliates
• Affiliates drove 43% of the total sales during the campaign
• 57% in store 43% online
• 70% of the new customers from the campaign acquired through affiliates
• Successful trial = Repeat campaign
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17. Debenhams Case Study – Next steps
German Launch in Autumn/Winter 2011
Mobile site launch later this year
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18. Summary
• Point 1
• Point 2
• Point 3
• Point 4
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19. Questions
• Any Questions???
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