Online retailer Very is making the most of empty space on the high street to launch digital shopping walls.

The etailer unveiled its first digital window as a trial in a UK shopping centre, which, if a success will roll out to other towns and cities next year.

The window displays the etailer’s key trends for the Christmas period, which have been designed to appeal to the local shopper, informed by the products browsed and purchased on its site.

Shoppers are directed to Very.co.uk on their smartphone through near field communication. QR codes will also be displayed so shoppers can use their smartphones or tablets to scan through the collections and shop the site as they walk past. The site promises next day delivery with orders placed before 9pm.

Browsing and shopping via mobile devices makes up a third of traffic to the Very website.