It has used a previously empty store front in the Liverpool One shopping centre to showcase three key fashion trends for the festive season alongside NFC and QR codes to encourage shoppers to use smartphones and tablets to interact with the display and shop through their devices.

The ranges in the display have been tailored to the tastes of Liverpool shoppers based on the online browsing and purchasing habits of shoppers in the area. The Liverpool initiative will run until 6 January.

The online retailer is already looking at potential sites elsewhere in the UK to run further digital window campaigns. If the trial is a success it will roll out the initiative further in 2013. claims that the initiative is not a play for a high street retail operation, but having a physical site does provide a potential opportunity for a high street click and collect service or other ways to integrate online and offline shopping.

Gareth Jones, group retail director at parent company Shop Direct Group, says: “As a successful pure-play etailer, bricks and mortar is not on our agenda. But vacant shop windows offer a unique digital opportunity to get our brands and products in front of shoppers while they’re already on the high street and in browsing or buying mode.”