There's a lot in store at Mary's

Mary Portas ‘Queen of Shops’ has opened in House of Fraser setting a new standard for the rest of the department store in terms of its unrelenting service and immaculate style.

‘Mary’ targets the sophisticated shopper and the store environment instantly reflects a certain maturity but with a bit of a wild streak. Key design features take lead from the outgoing personality of the ‘queen of shops’ - from the army of lookalike mannequins to the consistent flashes of the signature colour orange that matches her iconic carrot bob.

The concession features collaborations with well-known retailers such as Clarks, Charnos and Whistles as well as a small range of products that have been designed by Mary herself. Nothing has been included into the product-mix without consideration and small postcards at POS have been used to tell the story behind each product line to customers.

With the more experienced shopper in mind - a customer group that Mary Portas herself belongs to - it’s not surprising that service takes centre stage. The shop assistants come dressed as bellboys, who run to your assistance should you hit the panic button in the changing room or even if you just fancy a cup of coffee while deliberating your choices. And if all that isn’t up to standard you are invited to leave a message for Mary through the ‘moan phone’, which she will respond to personally.

The main success is the clever delivery of expertise direct from ‘Mary’ thanks to the conversational tone of voice used throughout the in-store communications, making this retail experience feel far more personal for the customer.