That's not all. Debenhams posts messages on a storewide blog, posts videos on Debenhams TV, offers a Debenhams app, and offers an e-mail newsletter with special offers for subscribers.
In short, Debenhams 'likes' social media marketing.
The retailer's head of brand and advertising tells New Media Age that its Facebook audience fits into three segments: young mothers, busy working women and women with older children who have time for social media interaction. Now it is starting to determine the best times of day and days of the week to communicate with each segment via social media.
Debenhams is also awarding Facebook Credits (redeemable for virtual products in social media games) to customers that 'like' the store's Facebook page and provide an e-mail address. To reckon whether the programme provides a return on investment, metrics will be used: 'We plan to monitor the behaviour of the e-mail addresses to see how many collected [Facebook] Credits but didn't return to interact with Debenhams', says the retail exec. Smart marketing implementation and evaluation.
