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House of Fraser to launch shoppable windows for Black Friday


As a department store strongly associated with promotions and offers, it doesn’t surprise that the British department store is taking the shopping event to a new level. 

Using augmented reality technology, windows in stores across the UK and Ireland will offer instructions for customers to download the House of Fraser app to access the ‘shoppable windows’ journey. 

A ‘Scan to Explore’ feature on the House of Fraser IOS mobile app will be triggered via scanning the window vinyl, which will enable consumers to browse the best Black Friday deals. A ‘Scan to win’ feature will also be available so that customers can be in entered into a competition to win a £250 House of Fraser gift card. 

To help guide customers and highlight the new technology, Black Friday ‘angels’ will be on hand on 25 November in the top 14 stores across the UK and Ireland including Glasgow, Oxford Street, Manchester, Belfast, Leeds, Metrocentre and Dublin. 

Sarah Bailie, Head of Digital at House of Fraser told Marketing Week that although the high street retailer has only trialled the ‘window shopping’ technology previously, its success will mean it becomes a permanent feature after the Black Friday experience ends. This will reportedly start with shoppable window displays around its premium ‘The House Edit’ clothing range. 

“We want to bring a whole new dimension to the term window shopping,” she told the publication. “I see this as something that will be permanent across all of our stores as it means the offline world is always open and can start to join up, but also compete, with the online side of our business. 

“People want to look at product information such as sizes and product composition without actually going into the store. That’s a widespread need so I’d expect shoppable windows to become the norm for all retailers. It just makes sense as it adds yet another opportunity to generate sales.” 

On the Black Friday topic in general Bailie said: “Brits like a clear point of difference, they don’t just want a carbon copy of the US experience. I don’t think Black Friday is going anywhere in the UK but we’ll just see it evolve once it beds in so there’s more of a British feel to it.” 

Published on Wednesday 25 November by Veebs Sabharwal

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