Debenhams has said its apps for iPhones, Nokia and Android phones are crucial to offering a “seamless” multichannel experience for customers.

As the department store chain reported pre-tax profits for the six months to 26 February were up nearly 10 percent at £125 million, it said the apps were part of a “key priority” to deliver a mixture of online, phone, in-store and on-TV sales.

“New multi-channel access points introduced during the first half include an app for iPhones, online video through Debenhams TV and the ongoing roll-out of self-service order kiosks,” the company said in an investor statement.

“Multi-channel marketing has also increased with the new additions of SMS and mobile coupons.”

It added that mobile access “has been expanded with further apps for Android and Nokia smartphones. A Beauty Club app, which ties in with the successful health and beauty loyalty scheme, will launch in the third quarter”.