As much as House of Fraser is a very well-known retailer, I believe the customer value proposition could be made more obvious on its website.
It has a compelling cross-channel proposition with buy online and collect in-store, in addition to the key delivery offers including specified date and next-day delivery. Also, product pages have the call centre number, which captures additional demand by enabling customers to engage directly with someone in customer service.
In terms of usability, site search works well with predictive search delivering relevant results, which will drive sales from self-service customers. However, drop-down navigation with access to categories and sub-categories would be a big benefit.
The home page has strong calls to action. However, all main landing pages give up too much real estate to one image, which in most cases isn’t clickable. I can’t select products on an image to add straight to my bag.
Visual merchandising is a little inconsistent. Not all product images have model shots on the rollover. Female customers, for example, need to see the dress length to know whether or not it’s suitable for work.
And in terms of cross-selling, customers are more inclined to buy what other people like them bought rather than other brand-related products.
All things considered, it’s a good, clean, functional site, if a little light on customer engagement.
- Martin Newman, Chief executive of etail consultancy Practicology