More customers carrying out safe shopping online via their smartphones is one of the key reasons that sales are on the rise at Debenhams, according to figures published by the department store chain this week.

Internet Retailing reports that the popular high street outlet has enjoyed a 12.6 per cent uptick in e-commerce activity over the last year, with mobile sales rising by 47 per cent in the same period.

It is not just the fact that more transactions are taking place on mobile devices which is an important sign of changing trends; there was also a 12 per cent increase in conversion rates in the past 12 months. This means that consumers are now far more comfortable with completing a purchase on their portable handsets, rather than simply using them for research.

Earlier this year, Debenhams announced an overhaul of its digital strategy in order to increase the focus on catering to mobile users, both via safe shopping online and at its bricks and mortar outlets.

Staff are being moved across to roles in which they will engage more directly with customers, although the integration of mobile technologies with this traditional in-store experience will enable the retailer to flourish in the modern, multichannel marketplace.

The front-facing changes which have been brought about as Debenhams races to adapt to the new retail landscape are being backed up by alterations behind the scenes. Its warehouse system is being simplified and its stock reconfigured to ensure that the needs of customers are met as efficiently as possible.

Company spokesperson, Sergio Bucher, explained that with the retail market remaining in a precarious position at the moment, with uncertainties hitting consumer confidence and reducing spending, preparing to weather the storm with improved digital services was vital to survival.