House of Fraser opens new front in online fulfilment war with next-day evening delivery

The department store will offer next-evening deliveries in August, which will allow customers to order online up to midnight for guaranteed home delivery the following evening between 6pm and 10pm.

House of Fraser executive director for multichannel Andy Harding said: “We listened to customer feedback that suggested a need for a more flexible delivery fulfilment based around standard working hours. 

“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.”

The service will be offered nationwide, seven days a week and will initially cost customers £6 per order.

House of Fraser will also offer same-day click-and-collect in selected stores by Christmas. This will allow customers to order online up to 11am with purchases guaranteed to be in-store from 5pm the same day.

Harding said this service was also designed around “ultimate convenience”. “Customers will be able to pop into stores and order something on their way to work, and collect it on their way home,” he said.

Harding said he believes House of Fraser now offers “the most comprehensive online shopping experience available”.

He said: “We’re constantly investing in our multichannel business and these changes demonstrate our determination to be the destination department store for customers.”