Creating consistency across the customer experience

Since 1849, House of Fraser has been a pinnacle of the high street across the UK.

And that's the problem.

There's no consistent positioning across its' estate of department stores; from the PoS, to the click and collect service, to the brands they stock - they're all different.

This has caused problems for House of Fraser's online presence, which happens to sell every brand stocked across the estate; customers aren't aware of the full range of brands available. 

House of Fraser challenged us to overcome these challenges, bringing the online proposition in-store and providing a joined up customer experience.

We explored a number of different options from virtual reality stores and digital storefronts to dynamic store screens that change depending on the item a customer has reserved through click and collect. 



Framed photo of Albert Einstein hung on a wall within the Absurd offices