Online retailer Very is making the most of empty space on the high street to launch digital shopping walls.

The etailer unveiled it first digital window in Liverpool One shopping centre in its first foray into physical retailing, but Very owner Shop Direct group retail director Gareth Jones said if the trial is a success it will roll it out to other towns and cities next year.

The window displays the etailer’s key trends for the Christmas period, which have been designed to appeal to the Liverpool shopper, informed by the products browsed and purchased on its site.

Installed in the shop front of a former Bathstore on Hanover Street, shoppers will be directed to Very.co.uk on their smartphone through near field communication. QR codes will also be displayed so shoppers can use their smartphones or tablets to scan through the collections and shop the site as they walk past.

Jones said: “As a successful pure-play etailer, bricks and mortar is not on our agenda. But vacant shop windows offer a unique digital opportunity to get our brands and products in front of shoppers while they’re already on the high street and in browsing or buying mode.”

Browsing and shopping via mobile devices makes up a third of traffic to the Very website.