House of Fraser has brought its click-and-collect only store concept into one of its full line department stores.
The retailer has devoted the fifth floor of its Frasers store in Edinburgh to product that the customer is unable to take away immediately but can order online in store for delivery.
Speaking at Retail Week’s Ecommerce Summit in London today, House of Fraser executive director of multichannel Andy Harding said that 25% of online orders in the store have come from the fifth floor since the trial launched two weeks ago. He said the pilot was “more successful” than the retailer had expected.
Harding added House of Fraser plans to “consistently remerchandise” the range in the trial.
The move follows House of Fraser’s stand-alone click-and-collect stores, launched in Liverpool and Aberdeen in 2011, which did not feature product.
The retailer, which has since closed its Liverpool HouseofFraser.com store, is in negotiations for 10 further click-and-collect stores and Harding said it might integrate products into those shops following the success of the Frasers trial.