The group, which owns 102 outlets in the UK, is mailing 4m potential customers from the 11m-strong database of active Nectar card users to encourage them to visit its shops.
Debenhams believes direct marketing through the Nectar programme will enable it to provide compelling offers targeted to shoppers' buying habits. It has never before developed such a large-scale DM strategy, and it is a major step in the company's efforts to know its customers better.
In a statement issued as part of Debenhams' interim financial results last month, the company said joining the scheme had already helped double its customer database.
"Our research shows our Nectar customers spend significantly more than our non-Nectar customers," said the company. It added that Nectar is being used to help grow its customer base from 13 million to 18 million within five years.
The retailer's results for the half-year to March 1 showed total sales up 5.8% to 拢992.1m, with like-for-like sales up 3.5%. Pre-tax profit increased by 4.8% to 拢96.5m.
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