Department store House of Fraser is tapping into augmented reality to boost sales and customer engagement during this year’s Black Friday.

House of Fraser will feature instructions to download its app across its UK and Ireland stores. Customers will then be encouraged to scan the window using their phones that will prompt a ‘scan to explore’ feature, which enables them to shop the retailer’s Black Friday deals from outside the store. 

The department store chain said it was continuing to drive its digital strategy through these “Black Friday shoppable windows”.

House of Fraser, which worked with augmented reality developer Blippar, is hoping that the tool will encourage people to shop using their mobile rather than shop inside.

To help guide customers and highlight the new technology staff will be on hand on November 25 in 14 of its stores including Glasgow, London’s Oxford Street, Manchester and Belfast.

Hsio Ling Hee, head of custom solutions at Blippar, said: “The event is a natural next step for House of Fraser on the path of setting trends in digital retail following previous trials of their app’s augmented reality features earlier this year. The combination of the offline event usually occupying the physical side of the consumer’s attention with bringing the feel of the brand and products in their hands through their phones allows for a higher engagement and total immersion into the House of Fraser brand.”

House of Fraser will launch Black Friday in store and on online on at 5pm on November 25. The sale will run until midnight on November 29.