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E-commerce focus continues at House of Fraser


House of Fraser’s focus on e-commerce and multichannel development has continued today with the announcement that it is looking to improve its search engine optimisation (SEO) initiatives.

The department group retailer has appointed consultancy Greenlight to help devise and implement new initiatives in search marketing.

Working with House of Fraser’s in-house digital marketing team and social media agency, the company will help develop an integrated SEO and social media strategy.

It comes after the retailer revealed last month that both sales and profit growth in 2010/11 were largely driven by the expansion of its internet operations, with the number of brands available online increasing by 50 per cent year-on-year.

A greater number of products for sale via the internet helped House of Fraser’s multichannel trade grow 130 per cent compared to 2009/10.

Now the company’s focus is set to switch to increasing the web visibility for its clothing range, boosting engagement with customers and improving service and retention levels by advancing the online customer experience.

Andy Harding, Director of E-commerce at House of Fraser, commented: “We have selected Greenlight as our search partner - the agency has a proven track record of delivering success in our sector.

“It has demonstrated the best understanding of our vision and values. We believe Greenlight has the right balance of technical and creative skills to help maximise House of Fraser’s search engine rankings.”

Earlier this year House of Fraser recruited technology-driven customer satisfaction analytics firm Foresee Results to source survey and social media data from customers who use its website.

Commenting at the time, Executive Director of Multichannel and International at the retailer Robin Terrell said: “Our online marketing initiatives are critical to our success.”

Published on Tuesday 07 June by Editorial Assistant

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