Debenhams launches social ‘co-buying’ campaign

Department store Debenhams has teamed up with Buyapowa to run a number of social ‘co-buying’ campaigns in the lead-up to Christmas, which encourages customers to share special offers to their friends, family and colleagues to purchase as well for an extra

reward.

Ross Clemmow, director of e-commerce at Debenhams, said: “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 offer went live last week and gave shoppers the chance to purchase gift cards for Debenhams’ new Autumn/Winter 2014 collection, the value of which increases as more people commit to buy. So by using the power of their friends, customers could turn 15 pounds into 30 pounds.

Shoppers who make the most successful referrals will be rewarded with exclusive prizes, such as a personal styling session and hundreds of pounds to spend at Debenhams. The social shopping experience also features leaderboard-based gamification, which is designed to get the customer to get their friends to sign up, with the leaders being given shout outs on Debenhams’ Twitter page.

Debenhams partners with Buyapowa on social ‘co-buying’ campaign

Gideon Lask, chief executive of Buyapowa, added: “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 #ShareToWear co-buying scheme will form a key strategic pillar of Debenhams’s Christmas online marketing campaign and is part of the department store’s social media strategy to engage with its customers and to raise its brand awareness.

Image: Debenhams