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M-commerce site revamped by House of Fraser

06 January 2011 - 11:16 by Paul Tissington

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High street retailer House of Fraser has refreshed its presence in the world of mobile shopping by introducing a new website designed specifically for handsets this week.

Previously it was possible for customers to buy goods from their mobiles only by using the full scale site, making safe shopping online an option if you were willing to do a lot of scrolling and zooming.

With the new mobile-oriented site, things will be much easier and anyone heading to the main House of Fraser site from their smartphones will be redirected automatically to the compact, easy to use alternative.

The full House of Fraser catalogue of products will be available to browse on your phone, with more than 850 firms offering their goods via this fashionable retailer. There is a simple search bar which will let you quickly pinpoint the item you require and everything is very much aimed at touchscreen mobiles, as the buttons are oversized and there are no fiddly links to tax your fingers.

Spokesperson Robin Terrell, said that the launch of the m-commerce site for House of Fraser was seen as a landmark for the firm. He said that consumers should be able to access safe shopping online wherever they are and that now House of Fraser customers would be able to enjoy the same features as those offered by rivals.

Mr Terrell pointed out that even before this m-commerce platform had been prepared, the firm had noted a marked increase in sales made from mobile devices. In the second half of 2010 it measured an increase in mobile-based purchases of 660 per cent, which motivated the creation of a specific site for mobiles.

It is interesting to note that even famous firms have been caught out by the m-commerce boom, although quick reactions are allowing them to keep up with the competition.