House of Fraser restructures with new customer insight team
Department store chain House of Fraser is restructuring in a move which will bring together its brand, CRM, product and multichannel functions as it looks to future-proof its organisational structure.
The move will also enable House of Fraser to measure ‘customer lifetime value’.
A House of Fraser spokesperson said: “House of Fraser is reorganising its multichannel, brand and CRM teams to reflect the increasing focus the business has on becoming a truly integrated, multichannel business.”
A new customer insight team, which reports to chief customer officer Andy Harding, has been established at the centre of the business to enable decisions to be made based on customer insight “rather than perception or opinion”.
The new structure has resulted in the creation of a net 12 new roles.
