House of Fraser launches new multi-channel initiatives
House of Fraser is launching new multi-channel initiatives in response to findings of a customer survey looking at cardholdersÂ’ shopping habits.
House of Fraser will introduce a new service called ‘Buy and Collect’ in September. The new concept will give customers the opportunity to collect items they have ordered online from their local House of Fraser store. The decision to introduce this initiative is supported by the findings from a survey of over 1,400 House of Fraser cardholder customers in April 2010, which revealed that over half of those surveyed wanted to be able to order online but collect items from a bricks and mortar store.
Over two thirds of customers stated that they used http://www.houseoffraser.co.uk/ with an intention to buy in store, and as a result House of Fraser is keen to help cultivate an integrated multi-channel experience, which includes a ‘concierge style’ service as part of the in store collection experience.
House of Fraser is also launching an ‘Order in Store’ pilot in its London Westfield store, whereby sales assistants can place orders online on behalf of customers if the required products are unavailable in store.
House of Fraser’s transactional website was launched in September 2007 and was profitable by November 2009. Sales continue to grow in excess of 100% year on year and the website is expected to be the Group’s biggest store by the end of the year. The department store sells 650 brands online and 125,000 individual items and this figure is rising each week. House of Fraser’s target is to generate over 15% of total Group sales through the internet in the next three years.
Robin Terrell, Executive Director for Multi-Channel and International at House of Fraser, commented: “It is clear from our survey that multi-channel customer behaviour is now ubiquitous. We know that our multi-channel customers spend twice as much with us than those who only shop in store so it is critical we respond to this in order for us to continue to meet our customers’ needs. By introducing “Buy and Collect” and same day delivery, we are improving the convenience of shopping online. Order in store raises the profile of the website and makes it more relevant to our customers, even when they are in our stores. With these initiatives, coupled with the continual improvements to the website itself, we are confident multi-channel will continue to be a key growth driver for our business.”
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