Selfridges launches last-minute Christmas platform

Department store Selfridges has brought forward the launch of its mobile-optimised website to help last minute Christmas gift buyers make their purchases. The new mobile service and the introduction of an in-store SOS shopping service follows the news that 44% of last minute gift searches will be done through a mobile device, and over 80% of male shoppers are set to leave Christmas shopping until the final hour.

Selfridges anticipates over 250,000 customers will start their festive shopping on Christmas Eve, with the majority of these to be men who rely on the expertise of sales colleagues to ensure they emerge laden with an appropriate gift. The Selfridges’ SOS shopping service aims to complete customers’ entire Christmas lists within 30 minutes, and will be available in Selfridges’ stores in Birmingham, Manchester and London.

Selfridges.com is currently celebrating sales over double on the year 2011 compared to 2010, with an increasing number of customers opting to shop ‘on’ as opposed to off line this December.   

Zia Zareem Slade, Head of Selfridges.com said: “The new Selfridges mobile site makes last-minute shopping easier than ever. When it’s possible to buy exciting and luxurious presents while waiting for your train, there really is no excuse.”