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House of Fraser to develop mobile and tablet websites before desktop in response to online traffic figures

House of Fraser has revealed it is to start designing and building its mobile and tablet websites before working on its desktop site as more than half of its web traffic was revealed to come via mobile and touch screen devices.

The UK and Ireland premium department store has confirmed new site is to be launched in late 2013 with the department store sharing imminent plans to roll out key app features to its desktop design.

“With more than 50 per cent of our online traffic coming from mobile devices, it is a clear indication of how rapidly consumer shopping habits are evolving. We’re increasingly becoming a nation of ‘on the go shoppers’ and as one of the largest online retail destinations, we need to ensure we’re providing our customers with innovative solutions to suit their busy lifestyles. Designing for mobile and tablet devices before desktop versions will soon become the norm and is a change we’ve already implemented,” said Andy Harding, executive director for multichannel at House of Fraser.

In order to develop its multichannel offering House of Fraser is also extending its cut off point for ‘Buy & Collect’ purchases to 8pm for pre-noon and next day delivery, with plans to extend this to 10pm within the next few weeks.

Harding added: “We’re committed to investing and evolving our multichannel offering and differentiating our proposition to deliver the best customer service on the market.”