The signing of British fashion House of Fraser has launched a revolutionary format of store, the first of its kind, in which there are no goods in stock. On the other hand, a number of iPads, computers and interactive displays allow clients to order the garments, which are delivered the next day, either at home or in the store. This offers consumers direct access to an assortment of more than 1,000 brands online.

For the customers who visit new settlements of House of Fraser, digital out-of-home media already represent not only enhanced the consumer experience, they are integrated into the very heart of the buying process. Two new stores opened by this signature, in the Scottish Aberdeen City and the English of Liverpool, becomes in practice the new philosophy of House of Fraser's "Buy and carry".

With only 1,500 square metres, these stores do not include product in stock, but that customers choose the clothes through 46 inch supplied touchscreens for LINK, choosing from a wide range of around 1,000 brands available on the House of Fraser website. Purchases are delivered at the client's own home or in the store.

Information is also provided to the client through digital signage screens of Sony 55 inch. Box Technologies you have installed the hardware in two stores, while the software has been developed by the IT team of House of Fraser.

A personal customer service is key to the overall concept, with a cafe and bar seating comfort to fostering a relaxed shopping environment. Inspired by the level of service that they dispense hotels, these stores offer a personal virtual shopping service, completed with other testers or traditional wedding lists services so customers can test items before you take them home.

According to Robin Terrell, executive director of multichannel House of Fraser, this business format "is a totally new concept and implementation is a crucial moment in the development of our multichannel business, which has seen increased online sales by 107 percent in the first half of the year. "

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By • 27 Dec, 2011
• Section: Digital signage

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