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House of Fraser opens concept store in Aberdeen

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By Stephen Lepitak, -

October 21, 2011 | 1 min read

House of Fraser is opening the first purely buy and collect concept store in Aberdeen today in a move that consolidates the brand’s virtual and physical shopping experiences.

Customers are able to browse through the House of Fraser catalogue on iPads and interactive screens then order goods to be delivered to their home the next day or to the store for collection.

The emphasis at the concept store is on service, rather than stock. Free coffee and comfortable seating are provided to shoppers while they browse through the catalogues, something that will no doubt appeal as the Christmas rush picks up.

“Aberdeen is a thriving city and we’re extremely excited to be returning there with our first House of Fraser.com store," said Robin Terrell, House of Fraser’s executive director of multichannel.

“This is an entirely new concept and the launch is a pivotal moment in the development of our multichannel business, which has seen online sales increase by 107% in the first half of the year.”

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