The House of Fraser team has seen huge success since partnering with Practicology, with Chief Customer Officer Andy Harding praising the “strong cultural fit” between ourselves and his business.
Practicology delivered a multichannel systems strategy and roadmap for the business, giving House of Fraser the guidance in selecting and utilising its systems. Our partnership allowed House of Fraser to identify the most critical platforms for upgrade, the order in which it should tackle systems, and an overall assessment of their cost benefits.
The retailer was also able to understand and define what its multichannel capabilities needed to be, from a cultural and skills perspective. With customer habits fast-changing, strategy is now informed by the output of the unified customer insight team serving the brand, CRM, product and multichannel functions.
Since then, House of Fraser has engaged Practicology to lead its Project Gold initiative to create a customer-centric business structure that would support 50% of its sales coming through digital channels. Harding has described the project as "the biggest ever reorganisation of the business".
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