Selfridges is to offer what it claims will be the world’s first “drive-thru” shopping service at a department store.
Customers will be able to order their purchases online before collecting them without ever having to get out of their cars.
The 104-year-old Oxford Street institution is building its drive-thru reception area behind the building in Edwards Mews, although it is unlikely to be ready until January. When customers arrive, Selfridges staff will fetch their purchases and put them in the car.
Simon Forster, the company’s multi-channel director said: “There will be a dedicated area providing the level of service you would expect from Selfridges. It will not just be the first drive-thru service, it will be the best.”
The store, which launched its website three years ago, is investing millions of pounds on beefing up its online presence. A new “click and collect” service recently started and already accounts for between 10 and 15 per cent of turnover.
Customers collecting their purchases get 30 minutes’ free parking but still have to enter the store to pick them up.
About half of Selfridges products are now available to order online but it is envisaged that everything apart from perishable food will be represented by the end of the year.
Other innovations include a new interactive text messaging service for home deliveries so that they arrive only when someone is in to receive them.
