Debenhams' fairytale experience aims to 'bring back' customers

The retailer has brought its Cinderella-inspired "You shall" campaign to life in stores across the country, hoping to engage with customers through a "special and unique" shopping experience.

Richard Cristofoli, managing director, beauty and marketing, Debenhams said: "Customers told us they expect to be entertained at Christmas. ‘You shall’ is a modern take on a classic fairytale with 'finding' at its core. Our story is heart-warming and uplifting. The full campaign showcases our breadth of gifts for everyone."  

He added "It's a massively important time of year, it's a huge proportion of our annual sales and profit.

"It's when customers engage with stores, particularly department stores because of the breadth of offer that we have and therefore we need to make it feel special and unique for them. It's a chance for us to win them over and maybe bring them back at another time of the year."

For the campaign, 175 Debenhams stores across the country have been given a "You shall" makeover, with more than 326,500 metres of glitter ribbon, 242,500 baubles, 12,500 twinkle tree lights and 100,000 stars tranforming them into gittering Cinderella-themed ballrooms and window displays.

Colleagues in flagship stores will be rewarding customers with "pay it forward" surprises and gifts "as the clock strikes twelve" (at midday). 

Stores are also showcasing interactive store windows, housing "Selfie stations", offering personal shopping with their You Shall Gift Finders, and teaming up with Cinderella pantomime productions for in-store theatre performances.

A special Beauty Club event is also taking place across all stores on 7 December where members will have the chance to take part in tutorials, masterclasses and mini-treatments on beauty counters.

Debenhams' TV ad "You shall find your fairytale Christmas", created by J Walter Thompson London, was shot in Budapest and directed by Hanna Maria Heidrich through Believe Media.