House of Fraser is still at least a year away from reaping the full advantages of information from its customer loyalty scheme.
HoF customer loyalty manager Mick Yeeles told this year's Retail Forum on the Oriana that HoF intended to boost sales by building up a comprehensive profile of its customers and their habits.
However, he said: 'We're still 12 to 18 months away from the full benefit of this programme.'
Until then, he said the chain would concentrate its efforts on updating its frontline stores in busier locations.
He added that there were no immediate plans to close marginal stores, but said investment would be pumped into frontline stores to ensure they reaped full benefits.
Yeeles said that as part of the overall strategy, House of Fraser had made a conscious effort to 'alienate' fashionable, but less profitable women aged over 55, who focus on sale items and promotions.
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