House of Fraser re-launches iPhone app


House of Fraser has recently unveiled its redesigned iPhone app following its original launch in 2012. The new smart phone app aims to focus more on personalisation and offer speedier check outs for its customers.       

The app‘s launch follows the departments store‘s record sales in 2014 which were attributed to the 32% growth of its online business. The British department store group has also announced that now more than 60% of its online traffic comes from touch screen devices such as smart phones and tablets.

The new-look mobile app will also include features such as a wish list, barcode scanner and personalised stock locator to better connect the on and offline experience for consumers.

Andy Harding, Chief Customer Officer at House of Fraser, said: “With over 60% of online traffic now coming from touch screen devices, the re-launch of the app answers the needs of increasingly sophisticated customer shopping habits. The integration of Recognition is a significant step in the development of the app as the glue that knits together the online and offline experience for our customers.”

Within the past year, House of Fraser has persisted in trying to cement its position as a destination for fashionable gifting and as a premium retailer. The brand released its first brand TV campaign in December last year which lead to a lucrative deal to sponsor the British Academy Television Awards this year.

Talya Misiri 


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