Department store Debenhams is planning several social co-buying campaigns in the lead up to the 2014 festive season.

The strategy, launched in partnership with social commerce technology provider Buyapowa, enables online shoppers to purchase gift cards for Debenhams autumn/winter collection which increase in value as more people commit to buy.

Customers who take part in the co-buy scheme will be incentivised by group rewards and leaderboard-style gamification aimed at convincing friends, family and colleagues to purchase too. The customers who make the most successful referrals will be doubly rewarded, with exclusive prizes including personal styling sessions and extra vouchers to spend at Debenhams.

“We are always looking to the latest best practice methods to engage with our customers online,” said Ross Clemmow, director of eCommerce at Debenhams. “Co-buying is an innovative approach in connecting with new customers through our existing most engaged customers. The format acts as a great way to strengthen the customer experience and further drive sales.”

“Were excited to help Debenhams turn existing customers into highly motivated marketers and brand evangelists through curation, dynamic pricing and gamification across social channels,” said Gideon Lask, CEO of Buyapowa. “We call this magic formula co-buying, and its the perfect way to get social audiences shopping. People love systems with a bit of fun to them: a game, a competition, a countdown.

“We love taking on the system, getting something for nothing and gaining social kudos. Co-buying taps into these social drivers. Selling successfully on social will be especially crucial in the run-up to Christmas, when retailers need to think well beyond traditional discounting strategies to beat the competition.”