Department store House of Fraser is eyeing further locations for the click-and-collect stores it began trialling 18 months ago.
Andy Harding, executive director of multichannel at the department store, told Retail Week Live: “We’re looking at rolling this out across four or five further locations at the moment, if we can find the right locations.”
Harding said that Aberdeen, one of its two trial stores, had performed “fantastically” since opening in October 2011.
He believes that collection of items will be more important and bigger than home delivery. Already 35% of its online sales are collected in store.
House of Fraser, which has been a pioneer in multichannel retail, is also planning to display in-store stock availability on items on its website. The retailer has been testing this on its app and Harding said it had worked “beautifully”.
It is set to go live across its desktop site and mobile site in the next six weeks.
Mobile is House of Fraser’s first priority in terms of multichannel development, according to Harding. “We do touchscreen first then other devices,” he said.
Touchscreen already accounts for 41% of its online traffic and Harding expects this to be the majority of its traffic within the next three months.
The retailer is to push its mobile offer with new promotional material around point of sale areas in store, highlighting the value its app adds.
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