Debenhams

Debenhams centralises and delivers all its point of sale artwork on ConcretePlatform

Debenhams has 153 stores across the UK and Ireland, 65 stores in 25 countries globally and a portfolio of over 100 successful designer and own brands. the Debenhams product experience has travelled well and shows no signs of stopping.

With a wealth of brands within the stores, Debenhams effectively uses point of sale signage to direct customers to the multitude of schemes within the store. As a highly competitive retailer, Debenham promotes price throughout the stores. Both require careful placement of the right signage in the right place for the right product. This presents challenges both in the domestic market, where the print supplier can deliver print direct to store and Internationally, where price and language require localisation, centralised print is often not a viable option and the task of accurate signage becomes an altogether more complex challenge.

In 2007, Debenhams chose ConcretePlatform as the means for storage and delivery of all print ready point of sale into the 25 markets they were trading. With Concrete's unique intellectual property for "file optimisation", Debenhams was able to quickly transfer a substantial archive of print ready artwork on to ConcretePlatform and organise it ready for market use. In market, print teams could then simply log in to ConcretePlatform, select the materials they need, localise and deliver direct to print. Requiring only a web browser to access the archive, markets required no IT assistance or software, reducing the cost and complexity of executing accurate store campaigns in a reduced time.