Wifi at Debenhams

Fuelling footfall with fast, easy wifi

The Challenge

Debenhams has a growing multichannel business integrating in-store and online experiences to give customers maximum choice and flexibility so that it's easy for them to shop whatever way they want to. Debenhams was looking for ways to attract new customers and to offer more to existing customers to encourage them to return to their stores more often.

The O2 Solution

Debenhams decided to trial O2 Wifi to attract new customers and encourage existing customers to shop more often. After a successful trial free wifi was rolled out to all 167 stores, enabling customers to browse the web, or communicate with friends on social media. Customers get access to a huge variety of Debenhams information and mobile voucher promotions while they are in store.

"We're seeing the shape of shopping in the future emerging right before our eyes. With over one million customers already with our app on their phones, free wifi in stores has the potential to transform how people shop." Fiona Lay, Head of Online, Debenhams.


  • Encourages customer loyalty.
  • Increases customer dwell time.
  • Better capture of 'lost' sales.
  • Creates new opportunities.