The innovative new store will focus on House of Fraser’s Buy & Collect proposition. At 1,500sq ft, the smaller store format will not stock merchandise. Instead, a series of iPads, computers and interactive screens will be used to order products, which are then delivered the following day to either the customer’s home or to the store for collection.
This Buy & Collect store gives customers direct access to over 1,000 brands stocked on House of Fraser’s recently redesigned website, which include exclusives such as Biba and Mary Portas’ label, through to stalwarts like Polo Ralph Lauren, Chanel and MAC.
Customer service is key to the overall concept, with a complimentary coffee bar and comfortable seating encouraging a relaxed shopping environment. Inspired by the level of service given by hotel concierges, the store offers a virtual personal shopping facility as well as traditional department store features including a wedding list and beauty testers. Fitting rooms will also be provided so customers can try on items before taking them home.
Robin Terrell, executive director of multi channel for House of Fraser, commented: "Aberdeen is a thriving city and we’re extremely excited to be returning there with our first House of Fraser.com store. This is an entirely new concept and the launch is a pivotal moment in the development of our multi channel business, which has seen online sales increase by 107% in the first half of the year."
Further House of Fraser.com stores are planned, the next being in Liverpool One, which will open later this year.
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