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Oracle Customer Success—Debenhams plc

Debenhams plc

Debenhams Improves Experience for Online Shoppers with A/B Testing


Oracle Maxymiser enabled us to test and learn various experiences at different points of the onsite journey. Based on A/B test results, we have added 3% to our digital revenue. We will leverage Oracle Maxymiser’s capabilities in the near future so that we can address our customers with more personalization.

— Todd Coughlan, Multivariate Testing and Personalization Manager, Debenhams

Debenhams Increases Digital Revenue by 3%; Helps Fuel Online Sales Growth Using Oracle Marketing Cloud

Debenhams, founded in 1778, is a department store chain based in London, United Kingdom which operates internationally. With an increasing number of shoppers shifting from store to online, the challenge remains to provide an intuitive, easy experience for online customers. Without having the in-person dialogue with customers that stores benefit from, Debenhams’ digital team needed to figure out which experiences customers engage well with.
Business Challenge
  • Maximize online sales, since retail growth has slowed considerably in the United Kingdom and internationally, while sales online continue to grow
  • Increase mobile device conversion, since most customers are becoming more comfortable shopping through that channel and most online visit growth is coming through mobile
  • Gain the ability to test different customer experience scenarios—since research highlights increased revenue opportunities with an optimized online shopping experience—but Debenhams had no way to quantify the potential results of changes to online shopping processes
  • Deploy additional content and functionalities on the Debenhams website, such as for tactical campaigns, without being hampered by technology stack limitations
  • Conducted more than 100 tests on customer experiences by standardizing test processes with Oracle Maxymiser Cloud Service, obtaining a wealth of data about which content and experiences work best for Debenhams’ target audiences
  • Analyzed customer behavior based on hundreds of thousands of website visits per week to quickly understand which experience is the right one to serve to Debenhams’ customer base to increase their engagement and loyalty
  • Gained the ability to issue precise recommendations to Debenhams’ lines of business on online shopping process changes based on the results of Oracle Maxymiser A/B and multivariate tests
  • Increased average order size after demonstrating with Oracle Maxymiser that showing available products in a different sequence will yield better results, especially in the fashion department
  • Enhanced campaign impact on customer experience and drove 3% higher revenue in online sales, a significant result in the crowded online retail marketplace
  • Gained the ability to prioritize mobile experience when setting up campaigns, achieving double-digit growth rates in mobile conversion, which helped to offset the fact that mobile devices convert into sales at a slower rate than desktop computers
  • Obtained actionable insights into how Debenhams’ customer segments respond to different content and processes, helping identify the best experience-optimization opportunities
  • Kept Oracle Maxymiser functional during transition from legacy tools and backend changes to reflect specific Debenhams processes—such as user interface modifications—thanks to close collaboration with the Oracle product team
  • Delivered additional functionality such as customer pop-ups around promotional wording such as Black Friday, which helped grow revenue during peak trading weeks
  • Anticipated using Oracle Maxymiser to drive more personalized experiences to customers, adapting  to individual interests and behaviors, to drive online sales through better marketing campaigns and enhanced customer experience—critical while in-shop sales are slowing down


It’s a saturated market, so for me the service is the defining factor in choosing a tool. The main reason why I’ve been steering towards Oracle Maxymiser is the support we get from Oracle’s product team. We went through a lot of front-end and back-end changes. The product team came to our offices and helped us sort these issues.

— Todd Coughlan, Multivariate Testing and Personalization Manager, Debenhams plc

About Debenhams plc


London, United Kingdom



Annual Revenue

US$1 billion to 5 billion
Debenhams plc, founded in 1778 and incorporated as Debenhams Limited in 1905, is an international multichannel brand with a British heritage that trades from more than 241 stores in 22 countries. Operating 178 shops in the United Kingdom, Debenhams has a top five market share in the country in womenswear and menswear, and a top ten market share in childrenswear. The company has a subsidiary in Ireland and owns the Danish department store chain Magasin du Nord.
Published:  Jul 31, 2019