Debenhams launches language signs to compete for Olympic pound

UK department store Debenhams is to trial multi-language signage to help overseas visitors shopping in the retailer for the duration of the Olympics.

The retailer has chosen to translate its signage into Chinese, German and Russian, after it researched the number of overseas visitors due to flock into London during the next two months for the Olympics and Paralympics. Travel industry experts have told Debenhams that 31 percent more people will visit London during the Games, and to prepare for more German, Eastern European and Far East visitors as well as Americans.

Signs in the retailer’s flagship store on London’s Oxford Street will welcome, thank and communicate savings in English, German, Russian and Mandarin.

Mark Stevens, Head of Creative at Debenhams, said: “We will welcome all visitors from abroad who will be here celebrating the Olympics and enjoying all that London has to offer. We want to communicate the value they will find in our store to them as well as our British customers.

“We are used to making overseas visitors feel welcome and have previously helped the thousands of Middle Eastern tourists in their own language who were in London for their now traditional stay before Ramadan.”

Dependant on the success of the trial, Debenhams has announced that it is considering making foreign language signs a permanent feature in its stores.