Future Of Shopping? Debenhams Launches Virtual Store

DEBENHAMS is today launching the UK’s first virtual store at Manchester’s Albert Square.

IPhone and iPad users can go down to the landmark to browse the department store’s best-selling party dresses using a clever geo-location app called GoldRun.

"It is incredible what the developments in technology mean we can now do, including trying on a dress without even having to remove an item of clothing."

The app is free to download, and once activated within the limited radius of Albert Square, allows shoppers to select, re-size, and take pictures of a range of ten different dresses to see how they’ll look once worn.

David Tries On Dress

As a reward for their efforts, shoppers will gain an exclusive 20 per cent discount on the items from the Debenhams online store – which is available directly within the app itself.

The idea is that customers who have browsed the store to find a dress they like, and seen how it looks when worn, can then buy the item there and then on their phone. It’s like a changing room but without the hassle of having to actually get changed.

An additional feature of the pop-up store is that customers can also upload the pictures of the virtual dresses they try on to Facebook or Twitter to gather feedback from ‘friends’ and followers.

Screen Shot Of How You Buy Dresses

Simon Forster, Debenhams.com Director said: "This really is the future of shopping. It brings the hassle-free element of online, with the experience of shopping in store combined with the fantastic backdrops of iconic UK locations. It is incredible what the developments in technology mean we can now do, including trying on a dress without even having to remove an item of clothing.”

The store will be popping up in locations across the UK from the 27 October – 29 October including Manchester, London, Birmingham, Cardiff and Glasgow. View the video below to see how it works...

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