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New look for House of Fraser website

Department store chain House of Fraser relaunches its website with a new premium look.

The site now includes micro-site hub pages for some of its key brands, enabling shoppers to browse by brand as well as by department, and there is also a simplified purchase function.

A spokesman for the retailer said: “Monthly customer focus groups and research carried out by House of Fraser have shown that shoppers are focused on shopping by brand and are keen to have a simplified checkout system. They also wanted the site to allow them to filter by product attributes.”

The move to relaunch the site follows a strong online performance at House of Fraser, including an 111% rise in online sales in the first 24 weeks of the financial year from January 2011. Click-and-collect purchases, which launched on the site in September 2010, now account for 40% of online sales.

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