House of Fraser, LiverpoolRETAIL
An innovative new ‘click and collect’ concept
House Of Fraser appointed us to design the interiors for their ‘click and collect’ stores, a concept that was rolled out nationwide. The flagship store in Oxford Street London was the first store to showcase the design and the Liverpool was the first location where the ‘click and collect’ idea was created as a standalone store.
Our brief was to create an inviting space where customers could shop online while grabbing a coffee, and be able to come back the next day and pick up their items. There are changing rooms too so that customers can try on their purchases. This concept generated huge sales for the famous department store.
Clean lines with sculptural details
The concept was based on the idea of boxes, derived from the customer collecting boxes. For the ceiling we created a series of boxes in the brand colours pink, grey and white. The boxes in the ceiling were located above the computer areas to define the main function of the space. The boxes concept was also used on the walls to display the latest products.
We chose a white gloss laminate to highlight the reception desk. All materials are clean and contemporary following the brand identity of the main department stores.
Slick & sleek display
The display cases concept was to mix full height mannequins with smaller box displays with a bronze metallic finish that tied in with the stunning tile flooring. Every week the displays are changed so that customers can see the latest fashions!
Retail brand innovation
It was fantastic to work with such a high profile brand in the UK. House of Fraser are one of the countries leading department stores and have been going for over 150 years. In 2013 the brand went global and opened their first store in Abu Dhabi. In 2015 the store was taken over by new owners and the online business continued to grow including the click and collect business.
Design that makes a difference
The ‘click and collect’ operation generates 5% of store revenue which is an impressive figure! Customer satisfaction was increased by 40% when it launched. Customers returned more frequently and loyalty was improved. House of Fraser reaped the rewards of ROI of 500% through increased sales and improved staff productivity. Wait times were reduced by 65% and there has been a 20% increase in unplanned purchases. Design does make a difference and we are proud to be part of such a successful venture with this client.