House of Fraser to build online engagement around Mother’s Day

House of Fraser has launched on online Mothers’ Day campaign that invites customers to share stories about their mother.

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The Lessons My Mother Taught Me campaign uses the Bazaarvoice social recommendations platform to encourage people to link House of Fraser products to stories they post on the platform site.

The campaign is also being seeded across house of Fraser’s email newsletters, blog and Facebook and Twitter profiles.

Andy Harding, House of Fraser ecommerce director, says: “Part of our ecommerce development strategy is to get people on the site on a daily basis, not because they are shopping but for the community.”

“Ultimately we are a retailer so we have to think about the return, but we want to grow our online community through conversation, and then link it to sales opportunities.”

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