House of Fraser has
launched an Android app, developed by Poq Studio, which is designed to improve customer
experience in-store and allow customers to personalise their mobile shopping
experience. Customers can save their preferred specifications; allowing the app
user to save details such as preferred size and store.
The ‘store mode’ improves
the in-store shopping experience, with features such as barcode scanning enabling customers to
access additional product information, including product reviews and additional images. Using GPS, the app can identify where a
customer is shopping; enabling customers to shop via the app and
automatically have access to ‘real time’ stock availability in their preferred
store.
House of Fraser launched
the new Android app in November and saw week-on-week download growth of 52 per
cent from the first week of December. A successful Christmas launch including two
Brand Events and the Black Friday promotion contributed to record mobile app
traffic and sales during the Christmas period.
Andy Harding, executive director of multichannel at House of Fraser, commented: “With
the recent growth in mobile
shopping, we see our mobile apps as an essential part of our multichannel strategy. Over 50 per cent
of our online sales come from handheld devices, and with a growing number of customers
shopping via Android devices, it’s important we have suitable platforms for all
mobile users. We are extremely pleased with the design and functionality of the
app, especially the ability it has given us to innovate on top of a stable
e-commerce platform giving us the flexibility to make changes to the app
without requiring any additional bespoke development. We look forward to
continuing the relationship with Poq Studio to create many more world-class
apps.”
Share