House of Fraser launches transactional iPhone app

House of Fraser , the UK and Ireland’s premium department store, has launched its first transactional iPhone app as the company continues to expand its multichannel business and becomes one of the UK’s largest online retail destinations.

The free app mirrors houseoffraser.co.uk, allowing customers to browse and shop over 1,000 designer brands across all categories, including fashion, beauty, accessories, childrenswear and home, wherever and whenever they wish. It offers much more than a basic transactional application, boasting key features which take mobile shopping to a new level, offering convenience and simplicity to today’s time poor customer.

As shopping habits continue to evolve, House of Fraser’s app offers innovative solutions to help make ‘on the go’ shopping easier and to enhance customers’ in-store experience. Customers can use the app to scan product barcodes whilst in their local store, read product reviews and information, as well check online availability; a great tool for customers looking for specific sizes or colour variations. The stock locator is another key feature which enables users to select items online and check product availability in their local stores.

In addition to offering convenient mobile shopping, the app offers a number of creative and fun elements. Customers can create ‘gift lists’ and ‘wish lists’ which are great for storing those must buy products. What’s more, customers can share their wish lists with friends and family via their phone’s address book, check-in on Facebook when visiting stores and receive details about the latest news and offers with regular push notifications from House of Fraser.

Furthermore, the app is linked to House of Fraser’s Reward Programme – Recognition – and enables customers purchasing with their House of Fraser Recognition MasterCard, Account Card or Reward Card to collect points each time they shop, whether via the iPhone app, online or in store. Customers can also use the iPhone app to register their Recognition Reward Card and check their points and reward balance.

The store finder is a useful tool to help customers find nearby stores, get directions using navigational maps, check store opening times and obtain store contact details.

Robin Terrell , Executive Director for Multichannel and International at House of Fraser, explains: “Online and mobile retailing is a phenomenal part of our business. To continue driving this success, we believe in constantly looking at ways to develop our multichannel offer. As shopping habits have continued to evolve, launching an iPhone app was a natural progression for growing our multichannel business, as well as complementing our online and in store businesses.

“The app has been designed to provide our customers with a convenient and easy way to browse and buy, whilst offering the same benefits, and more, as shopping online or in-store. Mobile customers can also select their preferred delivery option, including our Buy and Collect service which offers free next day delivery to their local store, with all orders placed before 5pm.”

House of Fraser has partnered with O2 and installed free WiFi, available to customers, at selected stores throughout the country.