Very.co.uk hijacks the high street for Christmas party season with digital 'window shop'
Fashion etailer, Very.co.uk, has unveiled a digital ‘window shop’ for the Christmas party season on Liverpool’s high street in the city’s £1 billion shopping and leisure complex, Liverpool One.
Throughout December the online fashion store will take over the prominent shop front of the former Bathstore in Liverpool city centre’s Hanover Street. The ‘window shop’ will promote three of Very.co.uk’s key festive trends, ‘Glitz and Glam’, ‘Rock Chic’, and ‘Snow Princess’.
The collections have been specially created to appeal to the tastes of Liverpool’s shoppers, based on their typical browsing and purchasing habits with the etailer.
The Very.co.uk ‘window shop’ will be in place until Sunday 6 January 2013, and incorporates both Near Field Communication (NFC) and QR code functionalities. Passers-by with smartphones or tablets will be able to scan and shop the collections on the Very.co.uk website, purchases ordered before 9pm can also be delivered for free the following day.
Gareth Jones, group retail director at Shop Direct Group, the home of Very.co.uk, commented: “As a successful pure-play etailer, bricks and mortar is not on our agenda. But vacant shop windows offer a unique digital opportunity to get our brands and products in front of shoppers while they’re already on the high street and in browsing or buying mode.
“A third of traffic to the Very.co.uk website now comes from mobile devices and we are constantly innovating to enable shoppers to more easily engage with the brand and browse and buy our products while on the move.
“By personalising the featured collections in this trial to Liverpool fashion shoppers, we hope that the Hanover Street window shop also provides them with a little style inspiration for the party season. Depending on the results of this trial, we may then look to roll out the concept into more cities in 2013.”