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House of Fraser boosts search and social online

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House of Fraser has hired agencies to help develop its search and social media strategies as it looks to double its online sales in 2011.

The department store chain has appointed search marketing and technology firm Greenlight to work alongside its in-house digital marketing team to come up with and carry out its search engine optimization initiatives. Greenlight will also work closely with House of Fraser’s newly-apponted social media agency We Are Social to create an integrated strategy. We Are Social will predominantly work on defining and executing House of Fraser’s social media strategy, while Greenlight’s remit will focus on search engine optimisation initiatives.

House of Fraser saw online revenues reach £50m in 2010 and it is aiming to increase that by 100% in 2011.

In order to do that its search strategy will include increasing visibility for its clothing range, by making it more prominent when customers search online for key fashion-related search terms. It will also engage more with online customers and create a more customer-oriented shopping experience in order to improve service and retention levels.

Andy Harding, director of ecommerce, said: “We are delighted to be working with two specialist agencies who are leaders in their respective fields. This is a pivotal time in the development of House of Fraser’s multi channel business; the insight and knowledge that We Are Social and Greenlight bring will be invaluable to this fast-growing element of the business.”

Robin Grant, managing director at We Are Social, added: “We’ve got some really innovative work underway for House of Fraser – initiatives that we think will see them leading the way within the social media for retailers. Watch this space.”

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