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House of Fraser is using customer satisfaction analytics to find out what shoppers want from its ecommerce website.

The department store group will use technology from ForeSee Results to measure the way customers respond to its site. The company measures online satisfaction and shows where retailers can improve their websites in order to better serve its customers, while encouraging them to return to the site and recommend it to others.

Robin Terrell, executive director of multichannel and international at House of Fraser, said the new technology would help it get the most out of its online channel, giving it data and analysis, “that will help us prioritise changes and improvements to our website that will matter most to our customers.”

Larry Freed, president and chief executive of ForeSee Results, said: “House of Fraser has made the successful transition from high-street department store to world wide web, all whilst showing that it’s possible to have tremendous success in both channels. The addition of technology-driven customer satisfaction data will help House of Fraser find the online improvements that will be best for customers while ultimately boosting conversion rates.”

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