01 May 1999

IN AN INNOVATIVE move, doubtless inspired by the success of cyber-cafes, Littlewoods Home Shopping is to exploit the retail facilities of the group with the roll-out of a Catalogue Café concept. Targeting those who would not normally buy from a catalogue, the cafés offer instore shoppers a chance to relax and browse the group’s several catalogues over coffee or similar refreshment. Following trials, Littlewoods now plans to install the cafés at twenty-four stores currently undergoing refurbishment. Says a spokesman: 'We’ve been pleased with the initial results. It’s been successful in getting new customers to take-up the catalogue offer and use it. The idea is to improve our customer service and expand our database.'