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House of Fraser: 'Service most important values in customer experience'

House of Fraser’s head of multichannel and business development Sarah Baillie has identified well-managed customer service and value-for-money delivery costs as the two most important factors for improving shoppers’ experiences in stores and online.

“We don’t think of online and offline as two separate things, we must deliver on both service and value and make sure they join up across all channels,” she added. “The biggest challenge is creating a seamless customer experience to grow sales.”

Speaking at Retail Week Live today, Baillie said HoF is constantly thinking about what the “store of the future” will look like and has invested in new technology across multichannel.

“Store evolution is important to us. We have done trials of online stores in Aberdeen, Cambridge and Edinburgh where we have digital showrooms that show samples of products and have collection points rather than opening a whole department store in that area, and these have been a real success. It’s about thinking of how we can introduce digital and multichannel to traditional bricks and mortar customers,” she explained.

HoF was bought by Chinese business Sanpower last year. Baillie said: “There are things we can learn from them, particularly regarding the speed of the Chinese market, but the UK is the most multichannel market in the world so we will be sharing best practice.”

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