House of Fraser has trialled an innovative queue-busting system in order to manage its ever-growing number of Click & Collect shoppers.

The retailer deployed Qudini at its London department store, a service that allows customers to escape queuing by checking-in and receiving SMS updates while they browse the store waiting for their order.

When they enter the House of Fraser store customers simply check-in at a self-service kiosk or by SMS. Then they can continue shopping while the store's Buy & Collect counter prepares their order and texts them when it’s ready to pick up.

The service seeks to ensure that House of Fraser is able to continue to offer their multi-channel customers the same seamless digital experience that they are used to online; within their physical store environment.

The initial results show that Buy & Collect customer satisfaction has increased by 12 per cent.

Andy Harding, executive director for multi-channel at House of Fraser, says: "Qudini
offers an innovative and engaging service-­‐led tool which has allowed us to evolve and differentiate our Buy & Collect proposition in some of our London stores."

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