Debenhams is to reduce its number of promotions as part of new managing director Angela Spindler’s strategy.
The retailer will continue to offer discount days to shoppers, including its seasonal three-day spectaculars, but will “layer fewer initiatives on top of those and do what we do with simplicity, impact and strong marketing,” said Spindler.
Plans include reducing the number of evening in-store events held for students or the department store group’s VIP customers. “We will stop doing them where they are not relevant,” Spindler said. Final decisions have not been made regarding its blue cross events, but they are being reviewed.
“If you do fewer things and do them bigger and better, that focus is healthy,” she said. She added that she has given the marketing material for events “a more consistent look and feel in terms of corporate identity”.
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