House of Fraser has partnered with e-commerce trading platform Elevaate to allow brands to bid for online shelf space.
An initial trial allowed a select number of partner brands to bid to feature their products on the House of Fraser website. After a successful test period, the retailer will now offer the platform to all of its brand partners.
“Using the Elevaate cloud platform provides our brand partners with the flexibility to bid for digital shelf position in real-time, which means key products can be promoted online to complement traditional in-store displays” said Andy Harding, Chief Customer Officer at House of Fraser .
“The platform will offer the agility our brand partners need to help them increase sales for specific products or collections.”
Following on from the launch of its new mobile app in 2015, the department store group is looking to strengthen its logistics and search engine optimisation arrangements with third-party providers.
This comes on the back of positive Christmas trading results.In the six weeks to 2 January 2016, like-for-likes rose by 5.3% year on year, while total sales on Black Friday increased by 10% in 2014. In the week leading up to Christmas day like-for-like trading grew 6% in addition to 68% online growth.