Blog: House of Fraser accelerates multichannel plans

Katie Smith | 20 June 2013

Launching a mobile site is one of the ways House of Fraser is ramping up its multichannel strategy

Launching a mobile site is one of the ways House of Fraser is ramping up its multichannel strategy

UK department store retailer House of Fraser is to revamp its website, launch a mobile site and extend cut off times for next day delivery as part of efforts to ramp up its multichannel strategy.

House of Fraser will launch a replicated version of its stock locator iPhone app on its main e-commerce website, allowing customers to check whether products are available in their local stores.

The cut-off point for Buy & Collect purchases will now be 8pm for pre-noon next day delivery, with plans to extend this to 10pm within the next few weeks.

The moves came as the company revealed that 50% of its online traffic now comes from touch screen devices, which is an indication of how rapidly consumer shopping habits are evolving. It also revealed a 53% jump in online sales for 2012. 

Executive director for multichannel Andy Harding said: "Designing for mobile and tablet devices before desktop versions will soon become the norm and is a change we've already implemented."


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