House of Fraser launches re-designed app

London - With more and more consumers turning to mobile to shop at their favourite stores, retailers are ramping up their app game to ensure they offer the complete seamless omni-channel experience. To make sure they remain ahead of the pack, premium department store House of Fraser has re-launched its transactional iPhone app, with an updated look that is said to be 'the most significant design change' since its launch in 2012.

The newly updated app features a complete new design, which is complemented by an improved customer journey and is said to facilitate an even smooth and more rapid check-out time. Enhanced push notifications will help develop a more personalised and relevant experience for all users and House of Fraser's Reward Programme 'Recognition' has been added into the app so customers can collect points and views offers whenever they shop without the need of the physical Reward Card.

The renewed app also lets customers swiftly add new products to their wish list from any location within the app and offers new features, such as a barcode scanner and a personalized stock locator. "With over 60 percent of online traffic now coming from touch screen devices, the re-launch of the app answers the needs of increasingly sophisticated customer shopping habits," commented Andy Harding, chief customer officer at House of Fraser. "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."