New way to window shop

DEPARTMENT store chain John Lewis has launched virtual window display in seven of its shops, which will allow shoppers to buy clearance products before the sales start on 27 December.

Bargain hunters who pass any of the stores, including Edinburgh, will be able to use their mobile phones on Boxing Day to scan barcodes in the windows in order to buy products via the retailer’s mobile site.

Simon Russell, head of multi-channel at John Lewis, said: “These innovative window displays offer our customers another way to shop at their convenience from Christmas Eve through to 15 January and this is particularly important on Boxing Day, when John Lewis shops are closed.

“The window displays form part of our coordinated multi-channel approach which includes the roll-out of free WiFi to our shops and the launch of our iPhone app.”

Leigh Sparks, professor of retail studies at Stirling University, said: “It’s something a lot of people are going to begin to experiment with. I don’t think it will generate a huge amount of sales for this year, but it does get a bit of excitement going.”

JANE BRADLEY