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Debenhams sees boost in online and mobile sales

Derek du Preez | Oct. 25, 2013
However, the department store in the UK saw its profits fall by 2.7 percent to £154 million

Debenhams has seen strong growth in its online and mobile sales, despite a 2.7 percent drop in profits to £154 million.

The department store's full-year results show that online sales grew by 46.2 percent to £366.3 million, which now accounts for 13.2 percent of total sales in 2013.

Last year Debenhams announced that it would increase investment in its online business and quadruple sales in the channel to £500 million over the medium term.

It has also previously said that apps for iPhones, Nokia and Android phones are crucial to offering a "seamless" multichannel experience for customers.

Accouring to today's results, visitors to have increased by 36 percent to 241 million, including a 200 percent increase in visits from mobile devices.

Mobile penetration now stands at 25 percent of Debenhams' online sales.

"I am pleased with our performance in 2013 given the very difficult conditions. We gained market share in key categories, demonstrating the competitiveness of our product offer. We continue to deliver growth and additional customer benefits through our strong multi-channel capabilities," said Michael Sharp, chief executive of Debenhams.


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