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House of Fraser looks to optimise customers’ journeys as they move across channels

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House of Fraser is using new technology as it looks to measure and understand the way its customers behave when shopping on its website and across its different shopping channels.

The UK department store group is working with Maxymiser’s customer experience optimisation solution, with the aim of ensuring that customers’ expectations of shopping online with the retailer measure up to their experience in its stores.

“The customer is at the centre of our business strategy and our focus is on making their experience with House of Fraser as good as it can be, across all channels,” said Martin Francis, director of online trading at House of Fraser. “Having made some significant improvements to our web user interface we recognised the need for an optimisation tool that would evolve the customer experience and help take online learnings and apply them to inform the wider business. Maxymiser will not only allow us to eliminate any guesswork associated with changes we want to make online, but it will also provide us with a robust business case and open more opportunities to measure, learn and use the online insight across our organisation.”

House of Fraser previously used off-the-shelf A/B testing but decided to boost its optimisation strategy by using Maxymiser .

“As a business, we already have a culture of data-led decision-making and Maxymiser will provide us with the ability to establish a very robust optimisation programme as well as embedding it into our development and project roadmap,” said Fraser. “Combine this with the flexibility of self-service tests and we’re confident that the benefits we are going to see will be significant.”

House of Fraser’s initial campaigns will include the site’s core product journey, where the team will look for opportunities to improve customers’ overall cross-channel shopping experience.

Fraser added: “The product journey really is the bread and butter for us, it’s the purchasing of products and where we ultimately gain our revenue. Currently, we use customer surveys to identify issues that we may be having or issues that the customer may be experiencing on the website but being able to analyse in real-time how customers are behaving will give us much more valuable and accurate insight.“

As well as optimising its desktop site, House of Fraser will also work across its mobile site, where appropriate. “Our vision with Maxymiser is to better understand our customer’s multi-channel experience and continuously optimise and improve this to drive strategic business insight,” said Fraser. “We are still at the beginning of our journey with Maxymiser and we are looking forward to seeing some truly great results.”

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