Launched in partnership with social
commerce technology provider Buyapowa, the first Co-buy offer went live on 10th September to give online shoppers the opportunity to
purchase gift cards for Debenhams’sAutumn/Winter 2014 collection, the value of which will
increase as more people commit to buy.
Customers who join the Co-buy will be
incentivised by group rewards and leaderboard-based gamification to get their
friends, family and colleagues to purchase, too. Not only will everyone benefit
from added value as more people participate, but the customers who make the
most successful referrals will be doubly rewarded via exclusive prizes,
including a personal styling session and hundreds of pounds to spend at
Debenhams.
Co-buying will form a key strategic pillar
of Debenhams’s Christmas online marketing campaign, enabling the brand to
super-charge sharing across social, increase average order value and acquire
new customers online.
Ross Clemmow,
Director of E-commerce at Debenhams, comments: “We are always looking to the
latest best practice methods to engage with our customers online. Co-buying is
an innovative approach in connecting with new customers through our existing
most engaged customers. The format acts as a great way to strengthen the
customer experience and further drive sales.”
Gideon Lask, CEO of Buyapowa, said: “We’re excited to help Debenhams turn existing customers
into highly motivated marketers and brand evangelists through curation, dynamic
pricing and gamification across social channels.
We call this magic formula Co-buying, and it’s the
perfect way to get social audiences shopping. People love systems with a
bit of fun to them: a game, a competition, a countdown. We love taking on the
system, getting something for nothing and gaining social kudos. Co-buying taps
into these social drivers”.
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