House of Fraser

We Are Social develops Facebook retail app for House of Fraser as it aims to reach younger audience

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By The Drum Team, Editorial

January 25, 2012 | 2 min read

House of Fraser has partnered with the NUS Extra Card in order to launch a Facebook vouchering app on Facebook.

The app, developed by We Are Social, using the agency’s insight that the department store chain’s Facebook fans represented a different and younger demographic than those registered on the House of Fraser website.

Through the app, House of Fraser aims to engage a new audience and encourage first time purchase from students who will receive a 10 per cent discount when shopping online.

Madeleine Melson, senior commercial manager, at House of Fraser said: “We’re excited to be partnering with the NUS Extra on such an innovative use of Facebook. We hope to start relationships with students online, to complement those they already have with our stores, with the goal of building loyalty and trust to last a lifetime. We Are Social’s insight and ability to deliver an app that takes advantage of Facebook’s ability to access users’ social graphs have been essential in making this project a success.”

Seb Robert, account director at We Are Social, added: “Based on our insight into customer behaviour in social media, with this project we're able to encourage first time purchase from a younger audience. While other retailers might expect students to come to them, with House of Fraser, we’ve found an intelligent way of having a presence where students are already.”

House of Fraser

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