House of Fraser Launches Transactional Mobile Site

UK department store, House of Fraser, has launched a transactional mobile site at, in collaboration with mobile agency Usablenet. The site offers customers access to the full product range and all 850 brands available on the full House of Fraser website, and a secure checkout.

Customers who visit the House of Fraser website from a mobile phone will be automatically directed to the mobile site. A simple homepage encourages customers to browse by department, with clear navigation to each section. There’s also a search tool for those who do not wish to browse. Customers can also able to manage their account and use the store locator on the mobile site.

“The development of a mobile version of the House of Fraser website is an important milestone for us,” says Robin Terrell, executive director of multichannel/international. “This is part of our multichannel proposition, to ensure that we enable our customers to shop with House of Fraser when and how it suits them.”

Terrell adds that, even before the launch of the mobile-optimised site, House of Fraser has seen huge growth in browsing and shopping on mobile devices, with mobile sales increasing by 660 per cent over the past six months.