House of Fraser has selected Maxymiser, the global leader in unified customer experience optimisation, to measure and better understand its customers’ online and cross-channel behaviour.
House of Fraser operates 61 stores across the UK and Ireland with reported sales of over £1.2bn per annum. However, with an international brand reputation for quality, House of Fraser’s optimisation team also needed to ensure that customers’ expectations of the online experience reflected the experience in store.
Martin Francis, Director of Online Trading, House of Fraser, comments, “The customer is at the centre of our business strategy and our focus is on making their experience with House of Fraser as good as it can be, across all channels. After a thorough RFP process, it was Maxymiser’s established reputation for excellence within optimisation and its depth of expertise in the retail sector that saw House of Fraser select the provider as optimisation partner.
“As a business, we already have a culture of data-led decision-making and Maxymiser will provide us with the ability to establish a very robust optimisation programme as well as embedding it into our development and project roadmap. Currently, we use customer surveys to identify issues that we may be having or issues that the customer may be experiencing on the website but being able to analyse in real-time how customers are behaving will give us much more valuable and accurate insight.“
As well as optimising its desktop site, House of Fraser will be looking to cross-optimise onto its mobile platform too, where appropriate.