House of Fraser goes mobile

UK Department store chain House of Fraser entered the e-commerce comparatively recently (2007) but has quickly taken the plunge and launched a mobile site after seeing mobile traffic grow by 660% in the last six months.

The new mobile site has been specifically designed for use on mobile devices, in collaboration with market-leading mobile agency Usablenet. The site will give House of Fraser customers access to it’s full product range of 850 brands, and 125,000 individual products currently available on its e-commerce site Additionally customers can also use the Buy and Collect service where they order online and pickup in store the next day.

Customers who visit the House of Fraser website from their mobile phones will be automatically directed to the mobile site, which can be viewed portrait or landscape, depending on their device. The mobile site homepage encourages customers to browse by department, those who do not wish to browse, have the option to use the search tool. Customers are also able to manage their account and use the store locator to find the nearest one of its 61 stores around the UK.

“The development of a mobile version of the House of Fraser website is an important milestone for us. This is part of our multi-channel proposition, to ensure that we enable our customers to shop with House of Fraser when and how it suits them.” Said Robin Terrell, Executive Director of Multi-Channel/International, adding “Even before the launch of a mobile-optimised site, House of Fraser has seen huge growth in browsing and shopping on mobile devices this year. Over the past six months, we’ve seen mobile sales grow by 660%.”

House of Fraser was acquired by the Highland consortium in November 2006 and has annual sales in excess of £1.25bn and employs 6,500 House of Fraser staff and 10,000 concession staff through 5 million sq ft of selling space.

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