Meeting the ‘Mobile First’ Challenge at House of Fraser

Having pioneered a ‘mobile first’ approach to e-commerce site design, House of Fraser’s Executive Director of Multi-channel, Andy Harding [IRDX IAHA] explains in detail why the retailer made the move and, more presciently, the challenges involved in doing so and how retailers should be thinking about ‘adaptive-responsive design’ for a future where e-commerce happens on many, many devices.

For more on the House of Fraser [IRDX RHOF] mobile strategy, read Chloe Rigby’s piece here.

Mentioned in this piece…

Andy  Harding

Andy Harding

IRDX: IAHA

Formerly Executive Director, Multichannel, and Chief Customer Officer at House of Fraser

House of Fraser

House of Fraser

IRDX: RHOF

House of Fraser is a UK-based multichannel department store and the third largest department store chain in the UK.
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One thought on “Meeting the ‘Mobile First’ Challenge at House of Fraser

  1. Interesting to hear from Andy that they only started seeing a significant shift to mobile a year ago (Feb 2013) and then in June 2013 saw the tipping point (over 50% on handhelds).

    We had the same experience, but a good 15 to 18 months earlier.

    We have found that our “standard” site renders well on devices which are “tablet” size, but have a mirror site for smaller devices (iPhones, etc). Both sites work of a central dbase, so there’s no functional or operational duplication – only one has a device-responsive template and the other a “conventional” template.
    Today, well over 65% of our customers use mobile devices to shop on our sites.

    Andy’s 100% correct in Fraser’s UX strategy. Mobile is the way forward.

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