House of Fraser redesigns its website for touchscreens

House of Fraser redesigns its website for touchscreens
More than 50 per cent of its online traffic comes from mobile devices

By Michael Somerville - 04:09PM - Wed 5th February 2014

Luxury department store House of Fraser (HOF) has launched its redesigned website with touchscreens in mind.

New navigation menus and a new header are among new changes to enhance user experience but HOF has also made more subtle amendments.

It has increased the load speed which will improve user experience for those who have slower connections.

Shoppers will now be able to ‘shop by department’ or ‘shop by brand’ and product pages now feature larger images with a new ‘super zoom’ feature.

It’s the first major design change since July 2011.

Over half of online traffic on HOF’s website now comes from touchscreens, the company said.

“We have adjusted our design strategy to ensure we provide the best possible experience for our online customers. We are always looking at ways to maximise customer shopping experiences and we’re confident our new look and feel website will be well received and will help continue to drive growth this year,” said Andy Harding, Executive Director for Multi-Channel at House of Fraser.

The group posted a like-for-like sales rise of 7.3 per cent over the Christmas period as it reaped the rewards for its successful multi-channel strategy.

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