Case Study: Debenhams increases digital revenue by 3% with Oracle Marketing Cloud

Debenhams Improves Experience for Online Shoppers with A/B Testing

Debenhams, a long-established UK department store chain with an expanding online audience, faced the challenge of converting more shoppers as behavior shifted from in-store to digital, especially on mobile. The digital team lacked a systematic way to test and quantify which on‑site experiences and content drove engagement and sales, and needed a flexible solution to deploy new functionality and campaign content despite legacy stack constraints.

Using Oracle Maxymiser (A/B and multivariate testing) and Oracle Marketing Cloud, Debenhams standardized its testing process, ran 100+ experiments across hundreds of thousands of weekly visits, and gained clear, data-driven recommendations for site changes. Results included a 3% lift in digital revenue per Debenhams’ estimate, campaign-driven online revenue up 5%, double-digit mobile conversion growth, higher average order values from optimized product sequencing, and better personalization and peak‑week campaign performance.

Debenhams

Todd Coughlan

Multivariate Testing and Personalization Manager