1.1/ Industry Overview With the emergence of online retail and competitive online pricing, more and more consumers prefer to buy online, price sensitivity has increased and as a result the retailers are suffering. Accenture interactive conducted a study in the USA and UK markets to understand this trend. It was found that 72% of young adults use mobile computing (mobile phones, Ipads, Iphones, Tablets) to compare prices while in-store. While they may look through the store, most of them don’t make a purchase at the store. Centre for Retail Research announced 2012 as ‘the worst’ year for Retail in UK. During this period 54 retailers went under the management of a court appointed administrator. 1.2/ Company Profile Debenhams is a United