How Qudini helped House of Fraser to improve the customer experience

Case Study:

Enabling House of Fraser to increase sales, improve experience and grow customer experience for their click and collect service with Qudini In-store click and collect system

House of Fraser is a UK-based multichannel department store and the third largest department store chain in the UK with 61 stores, located in towns, city centres and regional shopping centre locations.


House of Fraser’s fast growing Buy & Collect service has been driving significant footfall into their stores, and creating great opportunities for ‘add on sales’. But with most customers coming into stores during the same peak hours of the day, House of Fraser was experiencing operational challenges.

House Of Fraser


Qudini In-store Click and Collect System was deployed into House of Fraser’s Buy & Collect departments in 2015.

Very quickly after implementation, this resulted in a much improved customer experience. The queuing time reduced by over 65% to a 10 minute wait time and the retailer saw a 20% increase in unplanned purchasing from customers, equating to over £850K in additional revenue potential per annum across their stores.

House Of Fraser Solution


  • 65% reduction

    in wait times due to improved staff efficiency, now that they can find multiple customers orders at once and reduce trips to and from the staff room

  • 20% increase

    in unplanned purchases, now that customers were able to browse the store whilst they waited to collect their order.

  • Doubled staff productivity

    because they can better allocate staff roles around the counter and reduce trips to and from the stockroom.

  • 40% increase

    in customer satisfaction due to reduced wait times

  • Improved loyalty

    Customers have returned more frequently to use the Buy & Collect service at the stores using Qudini

  • 500% return

    on investment through increased sales and improved staff productivity


  • “Qudini offers an innovative and engaging service-led tool which has allowed us to evolve and differentiate our Buy & Collect proposition in our stores.”
    Andy Harding | Executive Director of Multi-Channel
  • “The System makes us feel more professional, and it definitely improves customer perception of the brand by making us look more organised.”
    Counter HOF | Glasgow
  • “It’s a great system. Very smart. I expected to be waiting much longer”
    Customer | House of Fraser


  • “Qudini offers an innovative and engaging service-led tool, which has allowed us to evolve and differentiate our Buy & Collect proposition in some of our London stores. Customer feedback has been very positive so far. The Qudini team has been fantastic at working with us to ensure our trial launched smoothly.”

    Read more >

  • “Qudini offers an innovative and engaging service­-led tool which has allowed us to evolve and differentiate our Buy & Collect proposition in some of our London stores.”

    Read more >

  • It is also working with start-up, Qudini, which provides a digital queueing solution to improve the customer satisfaction.

    “For us the journey we’ve been on has been enlightening,” said Harding. “We used to speak about putting the customer first, but we were not really delivering. It’s much easier to talk the talk, and it is much harder to walk the walk, and I think that’s where we are now.”

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