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Click-and-collect bolsters Fallen Hero’s digital set-up

Indie Fallen Hero has set up a click-and-collect service to complement its mobile-optimised website.

The Scunthorpe young fashion store launched the service two weeks ago following demand from customers, particularly around the festive period.

Co-owner Darren Comerford said: “At Christmas lots of people placed an order online and then asked if they could pick it up in store, so this will remove the headache of having to refund post and packing costs.

“We’ve been proactive in trying to react to the market and make it as seamless and easy to shop as possible.”

Fallen Hero has also launched a refreshed version of its mobileoptimised site with slicker imagery

and navigation. Mobile sales have already jumped from 25% of total online sales a year ago to 38% now, and by Christmas the retailer expects that to have risen to 40%.

Comerford added that 50% of Fallen Hero’s email marketing activity is opened via mobile devices, and this is also expected to grow.

“There has been a lot of press about how the internet is killing the high street but we have a different view – that the web exposure can help the bricks-and-mortar stores and will help grow sales in our store instead of hindering them.”

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