AVM Impact completes Debenhams flagship refit

Large retailer revamps technology for advertising and marketing in store

Audiovisual integrator AVM Impact has finished a digital media installation for Debenhams' department stores.

Andrew Nelson, retail director at AVM Impact, said the 200-year-old brand had been revamping its flagship Oxford Street department store, including some screens and digital media.

"It is leading the way in in-store digital media, bringing its retail estate in line with changing consumer expectations," Nelson said in a statement.

AVM Impact has also sealed deals with two other Oxford Street retailers, he said, as more sought to invest in digital technology which they believed would help them improve their customer communications, advertising, and marketing.

Debenhams' Oxford Street store now has two nine-screen videowalls at its main entrances, complemented by a ground floor "feature area" comprising a cluster of 65in and 46in screens hung from the ceiling.

Five cosmetics stands are also enjoying new pillar-mounted 46in screens (pictured), with content updated remotely, which would be used to advertise to visitors to the cosmetics hall.