Department store House of Fraser, which has positioned itself at the forefront of the high street's online assault, has relaunched its website to improve the speed of shopping on mobile devices.
The chain said it was the first major redesign in July 2011 and that the changes were aimed at improving the experience for the 50 per cent of online traffic coming from touch-screen devices.
The new site allows users to 'shop by department' or 'shop by brand' and also allows increased loading speed for many of the site's pages. It said the change will allow shoppers with slower connections to download relevant pages 'within a reasonable timescale'.
House of Fraser executive director for multichannel Andy Harding said: 'We are always looking at ways to maximise customer shopping experiences and we’re confident our new look and feel website will be well received and will help continue to drive growth this year.'
The retailer said the homepage and category hub pages have a new look with more interactive elements designed to maximise the rate of conversion. The product listing pages now also feature three shots per row instead of four which creates more space and allows larger images to be displayed.
A 'super zoom' feature offers a better view of the product and the shopping bag feature has improved to make it more concise and easier to edit.
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