House of Fraser overhauls iPhone app following record online sales

House of Fraser has overhauled its iPhone app to for the first time since its launch in 2012 to focus more on personalisation and speedier check out.

It comes as the department store attributed record sales in 2014 to the 32 per cent growth of its online business as its web store became its most profitable retail channel for the first time.

To drive usage of its app House of Fraser has introduced a completely new design to improve the customer journey and facilitate a smoother and faster check-out time.

Improved push notifications have been introduced to allow for a more personalised and relevant experience for all customers, whilst House of Fraser’s Reward Programme customers can sign into the app, negating the need to carry their physical Reward Card to collect points and view offers each time they shop.

Other features such as a wish list, barcode scanner and personalised stock locator have also been created to better connect the on and offline experience.

Andy Harding, chief customer officer at House of Fraser, said: “With over 60 per cent 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.”

The past year saw the brand try to cement its positioning as a premium retailer and destination for fashionable gifting. Last December, it rolled out its first brand TV campaign in over a decade and followed that up with a lucrative deal to sponsor the British Academy Television Awards.

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