Debenhams trials touch screens in new store

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Debenhams will be trialling interactive price comparison kiosks in its new flagship store within the Westfield London shopping centre in White City, West London, which opens on 30 October.

The department store chain is using the kiosk-based Guided Selling Electrical Goods Comparison system from provider Retec Digital to help customers make purchasing decisions.

The shopper uses the touch screen kiosk to select the category of electrical product they are looking for and specify their price, feature, functionality and brand preferences. A selection is then made and presented to them based on their requirements. Shoppers have the option of printing product comparisons and data sheets, detailing a full specification of the products, to review.

The system is designed to help increase sales for Debenhams by converting shoppers from ‘browsers to buyers’ while creating cross-selling and up-selling opportunities.

The system defines product features they will find useful, in the hope of encouraging them to shift from focusing on price alone to the value it will deliver to them, as well as highlighting relevant accessories.

The kiosks will be used to support sales of a wide range of products including TVs and home entertainment systems, kitchen appliances and personal care items.

Retec partner, NCR is providing its EasyPoint 42 kiosks, together with deployment and maintenance services, as an expansion to its existing contract to support Debenhams’ NCR point-of-sale systems nationwide.

The retailer said it was one of a range of service and sales ‘solutions’ being deployed in Debenhams flagship store in Europe’s largest urban shopping centre, which is opening this autumn.

The retailer was had not responded to requests for further comment at the time of writing.

But Retec Digital chief executive, John Cole stated: “Retailers are finding it increasingly challenging to keep up-to-date and effectively communicate their latest feature rich and rapidly changing product lines to consumers. Our electrical goods comparison solution is designed to overcome these challenges, helping retailers to diversify their offering and engage shoppers with an interactive communications channel in store.”

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