Debenhams has said that location-based mobile marketing will play an increasingly important part in its digital strategy for 2011.

The high street department store announced it will increase its use of mobile vouchers this year as it looks to explore ways to send out instant, topical messages to its customers.

Marketing operations director at Debenhams, Jane Exon said that in addition to last month’s Facebook Deals roll out which is in its infancy, the retailer wants to ramp up its mobile strategy.

“We won’t use it to bombard customers with information because it becomes frustrating and it’s more in your face.

“If I want to target a customer who were know likes a particular brand or product category, on a day when the weather isn’t great – so there’s a big moment for coats – we can push coat offers and information via mobile. This allows us to be instant and topical as well as more dynamic and faster than we can be in print.”

The move came as Debenhams launched a major integrated campaign for its spring/summer 2011 clothes collections.

The Feel Fabulous campaign uses TV, online, social media and print to promote its many fashion brands.

The ads feature designers Jasper Conran, Ben de Lisi, Julien McDonald and Aliza Reger as they prepare models backstage at various fashion shows.

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit