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House of Fraser says 60% of online traffic now from touchscreen as it unveils new app

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House of Fraser says more than 60% of its online traffic now comes from touchscreen devices, as it today unveils a new-look smartphone app.

The department store group says the relaunch of its transactional iPhone app, which puts the emphasis on improving the customer experience, marks the most significant design change since it was launched in 2012.

Customers can sign into the app, collecting points and viewing their Reward Card balance as they shop, while the wider use of push notifications promises a more personalised and relevant experience for all customers.

The freshly-redesigned app, developed by Poq Studio , features a barcode scanner and personalised stock locator, while customers can also add products to a wish list from anywhere in the app.

Andy Harding, chief customer officer at House of Fraser, said: “With over 60% of online traffic now coming from touchscreen 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.”

Oyvind Henriksen, Poq’s co-founder and chief executive, said: “The Poq platform is a unique SaaS solution to building apps. We provide a solid foundation that empowers retailers to make changes to their apps in house. Every retailer that has a loyalty scheme should pay attention to what House of Fraser is doing in this space. Why would you force your customers to use a physical loyalty card, when you can deliver it right to their most intimate device?”

House of Fraser is an IRUK Elite company, and is ranked as a Leading retailer in the mobile and cross-channel performance dimension.

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