How Debenhams got a 2,730% boost

With a recent IAB report claiming only 11 out of the top 100 websites have implemented responsive web design, companies should look no further than a recent campaign for Debenhams’ Beauty Club for proof of its benefits.
The reward scheme offers customers a loyalty card that lets them collect points and earn rewards when they shop for beauty, fragrance and beauty electricals in store or online. As members of the scheme, shoppers can also get free makeovers and skincare consultations at their favourite counters, free delivery for some online orders, as well as exclusive free gifts, samples and special offers.
As part of the programme, the retailer runs the annual Debenhams Beauty Club Awards, where members can vote for their favourite beauty products.
In the past, marketing activity was run exclusively on the company’s Facebook page. But this year’s campaign, created by digital marketing agency Steel London, centred on building a mobile-friendly competition website. Using responsive web design – which allows websites to automatically adjust when viewed on different devices – was promoted on Facebook and Twitter as well as Debenhams’ traditional marketing routes including email and in-store.
The awards allow customers to share, vote for and win their favourite beauty and skincare products. In just two weeks the site had over 60,000 unique visitors – 2,730% more than the previous year.
The key to the campaign’s improvement was moving beyond Facebook as Andy Hinder, Steel’s chief executive, explains: “In previous years, the Beauty Club Awards only existed on Facebook, which limited the campaign’s reach. Facebook apps can also be difficult to present well on mobile devices. By moving beyond Facebook we could create a premium, awards ceremony-style experience which resulted in an average dwell time of almost six minutes.”
Over 27,000 people registered for the competition, placing almost 550,000 votes between them, with 41% of votes cast via mobile – far higher than the 14% UK average. The rise in traffic resulted in a record 5,000 new signups for Debenhams Beauty Club Cards.
Debenhams Beauty marketing manager Lauren Crowhurst said: “The Beauty Club Awards have always been popular, but with this year’s completely standalone microsite, Steel really raised the bar – achieving a 35% increase in voters. We’ve been absolutely blown away by the response, and the volume of mobile traffic has been a real eye-opener.”

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