House of Fraser shop lures customers online

Department store group, House of Fraser, opened its second new format concept store, House of Fraser.com, on Wednesday in Grosvenor's Liverpool One.

The small store on the corner of Wall Street and Peter's Lane will not stock merchandise but instead offers a 'buy and collect' service where customers can use iPads, computers and interactive screens to order products which are then delivered the following day to either the customer's home or to the store for collection. There is a complimentary coffee bar and staff to help with personal shopping advice as well as much-loved traditional department store features such as wedding lists and beauty testers. Fitting rooms are provided so customers can try on items before taking them home.

The first pilot store under the new concept opened a few weeks ago in Aberdeen. Robin Terrell, executive director of multi-channel and international at HoF, said: "We are extremely excited to be returning to Liverpool with our second House of Fraser.com store. This is a new concept, focusing on our buy and collect offer, and the development of these stores 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."