Department store House of Fraser plans another overhaul of its online service next month that will allow customers to receive deliveries the following evening.
The service will enable customers to order as late as midnight and receive goods 'guaranteed' between 6pm and 10pm the next day.
The latest overhaul of the House of Fraser strategy will implement a 7-day service that will also let customers order before 11 am and collect in store the same day after 5pm any day of the week.
The department store said the service will allow it to deliver ‘the best customer service in the market’ It has already extended a 3pm cut-off for 'pre-noon' next day collection, launched in 2010, to 10pm earlier this year.
The next-evening service will cost customers £6 and is available any day of the week and is 'the first to offer a flexible delivery solution based around standard working hours,' it said.
'There is a myth that home delivery is convenient but customers actually resent waiting at home all day for a delivery, even if they are offered a vague but unreliable indication of the time it will arrive,' said Andy Harding, House of Fraser's executive director of multichannel.
'We listened to customer feedback which suggested a need for a more flexible delivery fulfilment based around standard working hours,' he said.
'Overall, we believe we now offer the most comprehensive online shopping experience available; offering our customers over 1,300 brands to shop from, across the device of their choice with delivery to their home or local store in less than 24 hours, seven days a week,' he said.
'We’re constantly investing in our multichannel business and these changes demonstrate our determination to be the destination department store for customers. We will continue to listen to our customers’ feedback to further develop our offering,' he added.
Earlier this year the chain revealed it would adopt a 'mobile first' strategy after a surge in traffic to its mobile sites. It said it will design and build mobile and tablet websites before working on its desktop site after more than half its web traffic was revealed to come from mobile and touch screen devices.
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