House of Fraser to boost international and multichannel

House of Fraser is looking to launch a multiple currency and foreign language sites to build its international and multichannel business.


Ecommerce director Andy Harding says that the move is on the agenda as it looks to “represent the brand better abroad”. House of Fraser currently operates in 32 counties.

Harding was appointed in January to lead the development of its multi-channel strategy and says that building engagement with customers through ecommerce, social media platforms and mobile is a priority.

The department store chain wants to encourage customers to engage with the House of Fraser brand via social media and mobile channels while they are in the store and is in the process of developing its portfolio of smartphone apps and a mobile enabled website.

Harding is also looking at ways to extend its multi-channel Buy and Collect service and dedicate areas of its stores to multichannel so that customers can access reviews and product recommendations and place orders through the website.

The department store chain is also planning to refresh its UK website later in the year to improve usability to “take the proposition further”.

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