House of Fraser has launched a new localised pop-up concession scheme in some of its branches around the country, as it seeks ways to make use of “dead” space and drive footfall.
The scheme involves the department store chain partnering with data-driven tech firm Popertee to invite retailers into its outlets to take pop-up concession space where they can launch their brands and test their products.
Popertee’s AI technology analyses the customer profile of each store and match it with potential retail start-ups, which then have the opportunity to use some space within House of Fraser stores.
The aim is to provide the retail start-ups an outlet in stores with a relevant demographic, while allowing House of Fraser to attract new customers with different pop-up concessions that are customised and match the local demographics.
The pop-up scheme has been launched in House of Fraser’s Birmingham, Bluewater (Kent), Bristol and Manchester stores, and the department store said it may be rolled out nationally.
The deal sees the retail start-ups and House of Fraser both paying Popertee a commission.
“This is a fantastic opportunity for House of Fraser to contribute to a growing market and bring a vibrant energy into a number of our flagship stores,” House of Fraser head of in-store experience Martin Shires said.
The move comes as department store chains continue to find ways to make use of excess space and drive footfall.
Earlier this year, House of Fraser unveiled a new five-year business strategy that had a focus on improving customer experience to attract customers to their bricks-and-mortar stores.
This included downsizing its women’s fashion department while launching champagne bars, yoga studios, refocusing its customer base and revamping its website to become more omnichannel.
House of Fraser’s main competitors, Debenhams and John Lewis, have also launched their own transformational strategies in order foolproof the businesses amid fluctuating footfall, consumer confidence and inflation.