House of Fraser to upgrade customer offering online

21st Apr 2017

Department store chain House of Fraser is investing £25m to upgrade its ecommerce platform, allowing it to develop new relationships with customers.

Announcing the funding in its annual report, the company says it aims to enhance the online experience for customers while significantly improving ecommerce margins.

The report reveals the business has put particular effort into understanding customer needs this year, stating: “The Group has carried out extensive research and analysis during the period to strengthen and deepen its understanding of its core customer base and to develop a stronger brand identity to align it with customer needs and expectations. In line with findings, the Group has launched a number of strategic marketing initiatives aimed to considerably improve the customer experience, both instore and online, drive better engagement and increase retention.”

The company this year appointed a chief customer officer, David Walmsley, and believes this investment in leadership and technology will help them continue to improve their customer service offering.

Frank Slevin, executive chairman of House of Fraser, explains: “The Retail environment is changing and we must continue to innovate, challenge and strive to be what our customers want us to be. The strengthened leadership team have meticulously reviewed every part of our business and have set out a clear vision for the future direction of the business. 

“It is important that House of Fraser leads in providing the space and experience that attracts our customers to come and spend time in our stores, to make shopping with House of Fraser a lifestyle-led experience. With great teamwork, newly refurbished stores and a greatly improved web platform, I am confident that the Group has the solid foundations to deliver long term growth and sustainable profitability over the coming years.”

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