House of Fraser embraces Mobile First

February 17th, 2014 by Azur Digital

House of Fraser’s Executive Director of Multichannel shares on the Mobile First strategy behind their new e-commerce site. The UK’s department store’s chose for adaptive responsiveness (several responsive templates optimized for categories of devices, e.g. tablets) to better adapt to users’ context.

House of Fraser recorded its best ever Christmas with a increase of 57.7% of its online sales in the three weeks to December 28th compared to 2012.

House of Fraser’s brick-and-mortar sales only increased by 3% over the same period of time.

iPad with House of Fraser website displayed

The same trend was observed at John Lewis just as online sales grew 22% compared to only 1.2% for offline. On Christmas day, 76% of visitors of the department store’s website were using a mobile or a tablet. The brand made significant investments last year to offer a great customer experience to its mobile customers, offering specific apps for smartphones and tablets and also free in-store wifi.



House of Fraser toasts best ever Christmas (
Tech savvy shoppers snap up John Lewis bargains (