Luxury UK Department Store House of Fraser Launches on Demandware

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New site comfortably delivers more than ten-fold increase in order traffic during multi-channel holiday promotion.

Demandware (, developer of the breakthrough On-Demand eCommerce Platform, announced today that UK-based House of Fraser has launched a new eCommerce site at on the Demandware platform to expand the reach of its 300-plus online luxury designer brands. House of Fraser has ambitious goals for continued growth, fueled by the web. The company aims to grow £100m through the eCommerce channel by 2009. Recently, during a multi-channel holiday promotion week, the House of Fraser site exceeded order expectations, handling end-user traffic ten-fold above the holiday season averages.

Solution Delivered Through New eCommera Platform
The new House of Fraser site and eCommerce strategy was delivered in partnership with eCommera and Demandware. eCommera helps European retailers build successful and sustainable online businesses by combining the advice and support of retail eCommerce experts with best-of-breed technology solutions, delivering a complete platform for cross-channel retail. Demandware was selected by eCommera to power the Web store and online merchandising components of the eCommera platform, and House of Fraser is the first site launch for this new platform offering.

"Demandware and eCommera are helping us to engage new customers and to meet our challenging revenue targets," said Peter Callaway, Director of eCommerce, House of Fraser. "We recognized that we needed to support our in-house merchants with the best functionality and tools to accomplish our growth objectives."

In addition to Demandware, eCommera has integrated and delivered to House of Fraser Web analytics, dynamic product visualization, payment processing and fraud management, order management and back-end integrations to House of Fraser's existing systems.

Best-in-Class Merchandising
eCommera and House of Fraser chose Demandware for its best-in-class tools that enable merchants to have complete control of merchandising and marketing, freeing the IT department to focus on other initiatives. Demandware also offers a fully scalable and flexible platform and Software as a Service (SaaS) architecture, as well as seamless integration with its core systems and third-party partners.

The Demandware platform allowed House of Fraser to achieve a rich visual experience, and implement a number of advanced Web 2.0 features. In constructing the new site, House of Fraser took advantage of Demandware's faceted search features and ability to modify site navigation in order to focus on a truly brand-centric experience.

"House of Fraser is a brand-conscious department store serving brand-conscious customers," said Colette Wilson, eCommerce Development lead for House of Fraser. "Demandware gives us the ability to completely control the brand experience and achieve the same high touch shopping experience enjoyed by shoppers in our brick-and-mortar stores."

Merchandising and Marketing to Brand-Conscious Customers
House of Fraser took advantage of Demandware's best-of-breed merchandising and marketing tools to create a user-friendly shopping experience that appeals to House of Fraser brand-conscious shoppers. Some of the key site features include:

  •     Shop by brand. House of Fraser's Brand Directory page provides an alphabetical link to more than 300 brands, giving consumers what they want: easy access to all products from their favorite brand names. The resulting brand landing pages give the impression of a site within the site.
  •     Previously viewed products. Each top-level category page shows the shoppers their previously viewed products, creating a feeling of personalization and helping to motivate sales. Category pages also provide advanced imagery that allows shoppers to zoom in to close-up views of products.
  •     Checkout control. To make the checkout experience as simple as possible and give the control to the consumer, House of Fraser is providing full split-shipment and gifting-at-checkout. The checkout area provides a clearly defined process indicator, letting consumers know exactly how many stages are left to complete checkout. Also in the checkout area, House of Fraser offers information on the benefits of becoming a registered user for new visitors.

"Luxury department stores like House of Fraser have a tremendous opportunity to distinguish themselves with an online experience as unique as their brands themselves," said Stephan Schambach, chairman and founder, Demandware. "With Demandware's advanced eCommerce platform and best-of-breed merchandising and search functionality, House of Fraser merchants have the tools to help customers complete the brand experience with conversions."

House of Fraser currently has 59 stores in the UK and Ireland, with four new store openings planned for 2008 - Belfast, High Wycombe, Bristol and London White City. Among House of Fraser's designer collection are sought-after brands such as Chanel, Estee Lauder, Prada and Max Mara.

About Demandware, Inc.
Demandware drives the success of high-growth brands with its breakthrough On-Demand eCommerce Platform that empowers merchandising and marketing talent with total control over the shopping experience and continuous competitive differentiation. Leading brands such as Bare Escentuals, Playmobil, Playboy, Sally Beauty Supply and Timberland leverage Demandware's best-in-class eCommerce functionality and automatic upgrades to help achieve higher conversion rates, increase average order size, and improve customer retention.

Demandware is the only on-demand eCommerce solution that enables the rapid rollout of new sites, provides ubiquitous access to business and technical users, and is backed by a patented grid computing architecture that delivers capacity as needed for performance and reliability that exceeds industry standards. For more information about Demandware, visit, call 888-553-9216 or email info @

About House of Fraser
Britain's leading retailer of designer brands, House of Fraser has long been one of the best known names on the UK high street. House of Fraser is the acknowledged home to many of the world's most famous brands, from Chanel and Estee Lauder to Prada and Max Mara. With 59 enviable locations across the country, House of Fraser has presented customers with an unrivalled national department store for more than 150 years. Now, following the acquisition of House of Fraser by the Highland consortium in November 2006, the company is beginning an exciting new chapter in its history: a period of significant investment and change in all aspects of the business. House of Fraser operates 59 stores in the UK and Ireland and plans four new store openings in 2008, in Belfast, High Wycombe, Bristol and London White City. With five million square feet of selling space and more than one million account card customers, the company has annual sales in excess of £1.25bn.

About eCommera
eCommera helps European retailers build successful and sustainable online businesses by combining the advice and support of retail eCommerce experts with best-of-breed technology platform, delivering a complete solution for cross-channel retail. Demandware was selected by eCommera as the web store component of the eCommera Commerce Platform, which also provides rich order management, web analytics, visual merchandising, payment, and fraud services to provide an end to end solution for multi-channel retailers.


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