House of Fraser customers using three or more channels to shop at the chain are worth five times that of ordinary online shoppers.
According to e-commerce director Andy Harding said 'three-channel' shoppers using a mobile device, a PC and a store during the shopping process account for about 33 per cent of the chain sales.
Speaking at this morning's Retail Week E-commerce Summit, Harding said the trend was evidence of the future importance of stores. He said, of customers live near a store, 60 per cent of them would prefer to pick up their shopping rather than get it delivered.
He also dismissed the use of the word 'omnichannel' as 'unnecessarily confusing'. House of Fraser plans to add another 10 'click and collect-only' stores which act as hubs for shoppers to pick up orders.
The E-commerce Summit runs today and tomorrow at Etc Venues, 200 Aldersgate near St Paul's in London.
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