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House of Fraser launches re-designed iPhone app

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House of Fraser has re-launched its transactional iPhone app – the most significant design change since its launch in 2012 – bringing it into line with the rest of its ‘mobile first’ digital strategy.

The updated app boasts a completely new design, complemented by an improved customer journey, facilitating an even smoother and faster check-out time. Enhanced push notifications allow for a more personalised and relevant experience for all customers, whilst House of Fraser’s Reward Programme (Recognition) customers can sign into the app, negating the need to carry their physical Reward Card to collect points and view offers each time they shop.

The app also allows customers to quickly and simply add products to a revamped wish list from anywhere within the app, and boasts key features, such as the barcode scanner and personalised stock locator, which take mobile shopping to a new level, offering convenience and simplicity to today’s time-poor customer.

Andy Harding, Chief Customer Officer at House of Fraser, explains: “With over 60% of online traffic now coming from touch screen devices, the re-launch of the app answers the needs of increasingly sophisticated customer shopping habits. The integration of Recognition is a significant step in the development of the app as the glue that knits together the online and offline experience for our customers.”

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