House of Fraser has launched a pop-up concessions scheme in a bid to utilise surplus space in its stores and drive footfall.
The retailer has partnered with data-driven tech firm Popertee to identify retail start-ups to take up pop-up space where they can launch their brands and test their products.
Popertee, which launched in Northern Ireland last year, will use its artificial intelligence technology to analyse the customer profile of each store and match it with potential retail start-ups.
The idea is to provide the retail start-ups an outlet in stores with a relevant demographic, while allowing House of Fraser to attract new customers with different pop-up concessions that are customised and match the local demographics.
The pop-up scheme has been launched in House of Fraser’s Birmingham, Bluewater (Kent), Bristol and Manchester stores, and the department store said it may be rolled out nationally.
“The retail sector is currently at a crossroads, where technology and changing consumer habits are forcing profound change across the board,” said Lucinda Kelly, founder and chief executive of Popertee. “Creating this kind of experiential offer can help drive footfall and retain spend.”
Martin Shires, head of in-store experience at House of Fraser, added: “This is a fantastic opportunity for House of Fraser to contribute to a growing market and bring a vibrant energy into a number of our flagship stores.”
The move follows House of Fraser’s announcement earlier this year that has launched a five-year strategy that focuses on improving customer experience to attract customers to its stores.