Ted Baker is launching a Click and Collect service in its 31 UK stores, allowing consumers to shop online and then collect their items free of charge from the store of their choice.

Craig Smith, brand communication director at Ted Baker, said:  “The Click and Collect service is all about giving our customers increased choice and convenience. Customers can order the products they want; choose where these are delivered and collect when it is convenient for them.

“This is the first step in a wider programme of multi-channel solutions which will increase loyalty, enhance the customer experience and ultimately further improve the high levels of service which we pride ourselves on delivering.”

Shoppers will also be able to return unsuitable items free of charge for a full refund in store or online.

The news follows department store House of Fraser’s announcement on Friday it will open two “buy and collect” stores in Liverpool and Aberdeen where it currently has no branches but receives a high volume of online orders.

The stores will serve as collection hubs for internet sales, also offering a customer-service area and changing rooms where customers can see if their items fit, receive an immediate refund, or order a different size, reports Marketing magazine.