House of Fraser has overhauled its iPhone app with a barcode scanner and stock locator, as part of the most significant update since the app was first introduced in 2012.
The app has a new design and improved customer journey including enhanced push notifications for a more personalised experience. Reward Programme Recognition customers can sign in to collect points and view offers each time they shop.
It also allows customers to add products to a revamped wish list from anywhere within the app.
Chief customer officer Andy Harding said: “With over 60% of online traffic now coming from touch screen devices, the relaunch of the app answers the needs of increasingly sophisticated customer shopping habits.
“The integration of Recognition is a significant step in the development of the app as the glue that knits together the online and offline experience for our customers.”