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House of Fraser to launch in-store pop-ups

House of Fraser is to launch pop-up brand concessions in a bid to drive footfall.

Under a deal with property tech firm Popertee, which uses artificial intelligence to match retailers with vacant store fronts, start-ups will be offered space to launch brands and test out new products.

Popertee will analyse House of Fraser’s customer profile at selected stores, and match this data with the target markets of the new businesses.

The pop-ups will be trialled in the retailer’s Manchester, Bristol, Bluewater and Birmingham stores from January until March.

Lucinda Kelly, founder and CEO of Popertee, said: “The retail sector is currently at a crossroads, where technology and changing consumer habits are forcing profound change across the board.

“This kind of experiential offer back can help drive footfall and retain spend. Using analytics to track and measure engagement will become part and parcel of the physical retail environment over the next few years.”

House of Fraser said: “This is a fantastic opportunity for House of Fraser to trial a series of pop-ups, and to present its customers with new brands and experiences on a regular basis across key stores.”

Last week, the retailer was labelled a “very high credit risk” by ratings agency Moody’s following weak trading in the first three quarters.


Readers' comments (1)

  • Could easily be at odds with existing brands in their portfolio. One to watch.

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