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House of Fraser launches new-look website

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House of Fraser has launched its new-look website, unveiling figures that show the site is now the department store chain’s largest outlet.

In the first 24 weeks of the year, said House of Fraser, online sales rose by 111%, making it the best-selling store in the group.

The site, which features more than 1,000 brands, has been redesigned in response to the results of research among House of Fraser’s customers. Customers said they were very focused on brands and also wanted checkout to be easier. They wanted to filter by product attributes, to have more information about products and more advice on fashion trends.

As a result, the redesigned site has moved from the traditional ‘shopping by department’ to brand-based micro-site hub pages. A social media strategy is also being launched, which includes a web-based international style magazine with links to social media sites, blogs and other web-based fashion discussions.

House of Fraser’s transactional website launched in 2007, and since then multichannel initiatives have helped it to grow fast.

Robin Terrell, executive director for multichannel and international at House of Fraser, said: “Multi-channel retailing is a fast moving area and we are always looking at ways to stay at the top of our game. We are confident our current customers will be delighted by the new look and feel of our website, and that the launch of our customer interaction with social media strategy will introduce House of Fraser to new UK and international customers. We are very excited about these new initiatives, which we believe will continue to drive growth this year.”

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