House of Fraser to launch multichannel hub within Caffè Nero

Department store House of Fraser is partnering with Caffè Nero to open a new multichannel concept store within the coffee chain’s Cambridge store, as it looks to increase its “physical footprint” in cities where a store isn’t present. The new concept will see Caffè Nero’s Fitzroy Street,

Cambridge store being transformed into a multichannel hub offering customers the change to order from House of Fraser’s website while they enjoy a coffee, as well as using the location as a click-and-collect hub.

The tie-up will make its debut on October 16 and House of Fraser will have a branded ‘front of house’ on the first floor, which will include till points for customer collections, a product showcase, order-in-store terminals, a fitting room, and mannequins with beacon technology that use proximity marketing technology to engage with customers through their mobile devices.

While the ground floor will continue to have the look and feel of a Caffè Nero, except for the addition of tablet devices and touch screens placed on tables to showcase House of Fraser offering.

House of Fraser partnering with Caffè Nero to boost multichannel offering

Andy Harding, executive director of multichannel at House of Fraser, said: "We have a high density of online shoppers within Cambridge postcodes, so having a physical brand presence was an obvious move.

"As part of our expansion plans we are keen to increase our physical footprint, especially in towns and cities where a store isn't present. With a growing café culture and more customers shopping on the go with mobile devices, we believe we're providing our customers with an innovative solution which meets the needs of today's busy consumer."

Simon Thomas, head of business development at Caffè Nero, added: “Our customers are increasingly passing their time with us using our Wi-Fi or on their mobiles. The opportunity to provide added value and convenience by enabling them to shop online, and collect their items in store appeals, and the evolution of our existing partnership with House of Fraser is an exciting one.”

The concept is an evolution of House of Fraser’s original click-and-collect-only format that opened in Aberdeen three years ago.

Image: House of Fraser/Biba Gold