Department store group House of Fraser is ramping up its focus on mobile and extending its delivery cut off times as part of an overhaul of its multichannel strategy.
The move comes after the retailer revealed that more than half of its online traffic now comes via touch screen devices. It is currently working on a new website for mobile and touch screen devices ahead of a new desktop top.
Successful features from its iPhone app, such as stock locator, will be introduced to the House of Fraser desktop site, meaning customers will be able to check product availability in local stores from their mobile, PC or in-store.
The cut-off point for its Buy & Collect service for next day pre-noon collection in store has already been extended to 8pm but it will be pushed to 10pm in the next few weeks.
House of Fraser executive director for multichannel Andy Harding said: “Designing for mobile and tablet devices before desktop versions will soon become the norm and is a change we’ve already implemented. Having initially launched the ‘stock locator’ on the app it was a natural progression to offer this popular feature on the main website.
“We’re committed to investing and evolving our multichannel offering and differentiating our proposition to deliver the best customer service in the market.”