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A first-class delivery service

Hand shoppers the control over when they receive their goods and it can lead to bigger basket spends

Delivery options are becoming more competitive, and department store chain House of Fraser shows just how bespoke this process can be.

The retailer’s latest marketing campaign gives online shoppers the option to choose a nominated day for delivery. A code was sent to its newsletter subscribers which they can enter at the checkout, picking a day from Monday to Saturday. Delivery is between 8am and 8pm.

Etailers Asos and My-Wardrobe already offer this service too, to give customers greater control and flexibility over their orders.

This is reminiscent of supermarkets, which have taken the process a step further and allowed customers to choose a time slot too.

House of Fraser launched the nominated-day deliveries after reviewing its delivery strategy and deciding to make it as simple as possible. “We’ve been looking to cut down our delivery options but make them more flexible, thereby consolidating them into a meaningful package that works for our customers,” says Andrew Jayes, ecommerce operations manager.

While any retailers’ logistical processes will need to be looked at when implementing new delivery choices, House of Fraser has found the process relatively easy to manage. Once such a system is up and running, recording and analysing when and how often options are used will allow businesses to calculate the busiest times and change the resource for the process accordingly.

House of Fraser will offer nominated delivery days as a permanent option online when customers spend more than £125, and this can be a great incentive for bigger basket spend.

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