House of Fraser opens first concept store
Shoppers visiting the new store in Aberdeen’s Union Square will not be greeted by displays of clothes, shoes and accessories. Instead they see a series of iPads, computers and interactive screens where they can order products to be delivered next day to their home or to the store for collection.
The shop features a complimentary coffee bar and a lounge area to create a relaxed shopping environment. Customers are also able to try on their delivered items in fitting rooms before taking them home or returning them.
Robin Terrell, executive director of multi-channel at House of Fraser, said. “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.”
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