House of Fraser Raises the Bar on 'Buy & Collect' with Virtual Queuing

House of Fraser is looking to boost their online appeal by introducing a new 'virtual queuing' system. Currently in the trial phase, it allows customers to browse in-store while waiting for their 'Buy & Collect' items.

People who visit a House of Fraser store for the collection of purchases they've made online will be able to check-in at self-service kiosks to enter a virtual queue. Instead of having to wait in one place for their order, they can browse the store or have a coffee, with a text message informing them how long their item will be as well as a link to follow if they want to check their processing progress.

House of Fraser's London City store, which reportedly has some of the longest queues for 'Buy & Collect' during peak hours, is home to the new virtual queuing trial.

Executive Director of Multichannel at House of Fraser, Andy Harding, commented: "Early signs are that customers enjoy the experience and prefer to be given the option to browse the store or enjoy a coffee rather than wait in a queue. Following the trial we will use the feedback gained from both customers and staff to develop the experience before implementing the service across the portfolio."

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