Online stores of bricks and mortar retailers are sometimes at risk of boring token operations of the physical store.

Not known for anything in their own right, the websites merely act an alternative platform for purchase or pre-shopping.

But many are now beginning to develop their own identity with online only exclusives.

This week the House of Fraser website has an exclusive on Calvin Klein World Cup themed underwear.

Alone, these kinds of specials won’t set the world alight. But regular exclusives will work to develop the customer’s attachment to the online brand.

And that slowly developing attachment will lead to the online operation being seen as more than a token operation to the physical brand, but a valuable accompaniment to it.