A Consumer Experience of Debenhams

Priding themselves on the customer experience, Debenham’s made sure that each visit to the store was unique to each and every customer. Personalisation of visits ensured that plenty of people came back every week. Store clerks were often instructed to approach customers, assisting with their visits, and offering a helping hand to those who needed it.  

Debenham’s was also one of the first department stores to introduce personal credit for shoppers. This meant lengthy paperwork for the employees, but for the customer the application was seamless. Personal credit with Debenham’s ensured customers enjoyed savings exclusive to members, and the option for a ‘buy now – pay later,’ s§omething so commonly found in today’s retail world. 

Consumer experience was also enhanced by unique and different departments – something that Beales done so well and specialised in. Debenham’s ensured that food-halls were set up, allowing customers to dine in, allowing people to spend more time in the shop – no one was made to feel rushed; customers could shop in their own time.  

In the late 1980s, Debenham’s were involved in a merger with the Burton Group. With Debenham’s offering customers multiple shares in the company in exchange for a share of the Burton Group. In many ways this was proof that the country was changing, with the customers experiencing the financial and business aspect of department stores being on forefront of their daily, weekly, or monthly visits. Despite this, Debenham’s ensured that the customer experience was not dampened in the slightest, with further ventures into make-up and accessories, well recognised brands newly on sale, and even ventures in to wedding dress sales.  

Throughout the 1990s, Debenham’s remained on the forefront of department stores, making little changes to their already winning formula. With more stores opening up and down the country, Debenham’s become bigger than they ever had before, enticing more consumers in coming to the store, not just as a quick visit, but as a day trip out, something the whole family could enjoy, and something they could all benefit from.  

During the holiday seasons, Debenham’s ensured they offered benefits for their younger customers, with the opportunity of meeting ‘Father Christmas,’ and his elves. This further ensured Debenham’s incredibly important role on the high street and provided a model to other stores as to what a department store should really be.   

Despite all the success that Debenham’s enjoyed, they were forever reminded of the store that come before them: Bobbys & Co. Railings including the letter B, and statues dating back to when Bobbys stood tall and proud.  

Debenhams success did not last forever, with the company being placed into administration in 2019. Debenham’s department stores up and down the country closing due to the financial troubles the company had found themselves in. Despite this, the customer experience never faulted, with the company still offering the famous experience they always promised to do, despite the pandemic being in full swing and having vast effects on the customer experience of the high street and department stores. Closing down sales meant that customers flocked to Debenham’s, experiencing Debenham’s one final time.  

Debenhams’s today however, serves as a relic of the past, with the return of the store that stood before it; Bobbys & Co. Whilst Debenham’s may be gone today, their inspiration to other stores still exist, with many stores borrowing ideas and building on what Debenham’s so beautifully and elegantly done.  

• Sources and Further Reading
• https://www.flickr.com/photos/alwyn_ladell/6313561236/in/album-72157628053995712/
• https://www.flickr.com/photos/alwyn_ladell/6313023773/in/photostream/
• https://www.flickr.com/photos/alwyn_ladell/50979774356/in/album-72157628053995712/
• http://www.fundinguniverse.com/company-histories/debenhams-plc-history/