House of Fraser launches a redesigned site

New online store focuses on premium look and brands

Internet Retailer

U.K. department store chain House of Fraser Stores Ltd. has launched a redesigned web site that focuses on a what it calls a “premium look and feel,” and offers 1,000 brands online.

The new site enables consumers to shop by brand on pages within the site dedicated to each label. House of Fraser redesigned the site after focus groups showed that shoppers seek brands and want a simplified checkout system, the retailer saysThey also want more product information and the ability to filter by product attributes.

Research also showed that shoppers wanted advice from fashion experts on new trends and styles, from how to combine a designer dress with shoes from House of Fraser, to advice on what they should buy next season, the retailer says.

House of Fraser, No. 198 in the Internet Retailer Top 300 Europe, also is planning a web-based style magazine to inspire shoppers that will link to social media sites and blogs, to foster international web fashion discussion.

“Our transactional web site has been an integral factor in the success of House of Fraser over recent years,” says Robin Terrell, executive director for multichannel and international at House of Fraser. “Multichannel retailing is a fast moving area and we are always looking at ways to stay at the top of our game.”

Search marketing agency Greenlight and social media agency We Are Social worked with House of Fraser’s in-house team on the redesign.


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