We want our customers to see the House of Fraser

CLIENT SUCCESS STORY
House of Fraser
Bazaarvoice Stories competition helps House of Fraser build
relationships at Christmas
Company Profile
www.houseoffraser.co.uk
London, UK
Retail
Bazaarvoice Solutions
Ratings & Reviews
Ask & Answer
Stories
Customer Since
2010
“We want our
customers to see
the House of Fraser
website not only as
an online shop with
merchandise to sell,
but also as a place
that can inform and
inspire them.”
One quality that has set House of Fraser apart from other department store groups
in the UK throughout their 160-year history is the commitment to build strong
customer relationships by providing an imaginative, exciting and relevant shopping
experience. As their online presence has grown, so has the desire to extend to the
web this strong sense of engagement and belonging among customers. During the
2011 Christmas season, Bazaarvoice Stories helped House of Fraser make major
strides in this effort.
“We want our customers to see the House of Fraser website not only as an online shop with merchandise
to sell, but also as a place that can inform and inspire them,” explained Andy Harding, eCommerce Director.
“For our Christmas promotion, we used Bazaarvoice Stories to activate engagement and activity on the site.
We wanted to motivate visitors to share their stories with each other, bringing them back to the website time
and again.”
Customer participation in Christmas promotion far exceeds expectations
The “You Shouldn’t Have!” promotion invited online visitors to share stories of the strangest, funniest
and most hideous Christmas gifts they ever received, with a winning entry ultimately chosen to receive a
Christmas stocking packed with House of Fraser brand goodies. To encourage participation, House of Fraser
emailed customers who had written reviews or submitted questions on the website or who had liked House of
Fraser on Facebook.
Andy Harding
eCommerce
Director
Telephone: +44 (0)208 080 1100 [email protected] Learn more at www.bazaarvoice.co.uk
CLIENT SUCCESS STORY
House of Fraser
“By targeting socially engaged customers,
we had a strong, immediate response to the
promotion. We received good stories early
in the process, which in turn ensured other
visitors were excited about participating,”
said Harding. “Their early involvement
helped to drive the campaign.”
According to Harding, the response far
exceeded expectations. “We were excited
by what we saw,” he said. “908 stories
were submitted in just a month.
Our customers really enjoyed reading
them, and so did we. There were so many
good stories that we had a hard time
choosing a winner.”
About House of Fraser
House of Fraser is the leading, national
premium department store group in the UK
and Ireland trading principally under the
iconic House of Fraser brand name through
a portfolio of 63 well-invested stores
as well as through its rapidly growing
website, www.houseoffraser.co.uk.
The House of Fraser brand is differentiated
from other department store groups in the
UK by its 160 year history in the UK retail
market, its wide geographic reach (across
the UK and online), its broad range of
high quality premium brands, including its
increasing exclusive House Brand offering.
Solution at a Glance
Challenge
Extend House of Fraser’s imaginative,
relevant shopping experience to
the web.
Solution
Encourage online interaction through
a Stories-driven Christmas promotion.
Benefit
Reinforce the idea of House of Fraser’s
web-store as an exciting,
engaging destination.
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