The store does not stock merchandise but instead features iPads, computers and interactive screens where customers can order products, which are then delivered the following day to either the customer’s home or to the store for collection.
To enhance the selling process there are big touch-screens to support sales people and comfortable seatings to let the customers feel at ease. The retailer plans to open a second store in Liverpool One shopping centre before Christmas.
If this particular store in this configuration for this brand will succeed, I can’t say. But click and collect will be one of the new ways we shop that is here to stay and can’t be ignored anymore by retailers in their omni-channel approach.
Tags: brand, business, buy and collect store, click and collect, e tail, e-commerce, House of Fraser, marketing, omni channel, retail, retail branding, retail design, retail trends, stockless shop, technology