Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

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

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.