It seems that Debenhams is leading the way for other UK businesses by starting to use signs written in multiple languages in their stores.
The UK company has made the move as a way of reaching out to its customers in the UK who might not be able to speak the English language. By using signs that have been translated into other languages the UK company is trying to win over more business from customers such as tourists and non-native speakers.
The UK has a diverse selection of residents and visitors who all speak different languages so it therefore makes sense that the company should try to capitalise on this and include them in its business plan.
Debenhams is trailing the translation of its usual store signs in its London stores and it has begun to place signs in multiple languages around the shop floor. When you think that over 300 languages are spoken in the UK it makes you wonder why this sort of retail translation has not been done more often.
However this move by Debenhams has not gone without criticism as some have pointed out that it has not gone unnoticed that the UK company has only used translations for the richer nations. These customers would appear to have more spending power on face value but the company has been criticised for its cynical view of the translation of its store signs into the language of a customer who it would expect to spend more in store.
Since the recession the UK has seen more foreign shoppers come over to take advantage of the good deals and as such the UK is getting a lot of business from tourists who are coming over to merely shop in the UK.