House of Fraser named the best multichannel retailer in the UK

House of Fraser has topped a list of the best multichannel retailers in the UK.

The department store chain was ranked with the highest score out of 187 retailers in the 2017 Multichannel Retail Report compiled by ecommerce agency Ampersand.

According to Ampersand, House of Fraser excelled at website navigation, having a transactional mobile website, offering a variety of delivery options including locker collection, next day click & collect and geolocation on mobile and desktop.

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The list and rankings were compiled based on the core tenets of multichannel retailing, covering facets such as technology, customer experience and delivery.

Within the fashion sector, Schuh, Karen Millen, Marks & Spencer, Superdry, Coast and Warehouse all made up the top 10 behind House of Fraser.

But Debenhams, Next, Selfridges and Victoria’s Secret failed to make the top 20.

The Multichannel Retail Report also indicated that 22% of retailers were still failing to offer a persistent cart – whereby customers can add items on one devise while logged in and access it on another device later. However, this is a marked improvement from 2015’s figure of 31%.

When it comes to checkout, the report found that 44% of retailers lack transparency and do not show accepted payment types until the basket page, while only 11% of retailers offer login/registration with social media.

Commenting on the report, Ampersand managing director Darryl Adie said: “Many retailers are still failing to nail basic multichannel services. The good news is that small, incremental changes can be truly impactful if your decisions are data-driven and deliberate.”



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