What went wrong at House of Fraser?
Partner and Head of Creative, Media and Technology Natasha Frangos has contributed for an article in Drapers, on 'What went wrong at House of Fraser?'. For the full article, click here. First published June 2018.
'Lacklustre customer experience
If the CVA is approved, HoF needs to significantly invest in the experience shoppers have when they come through the doors of the stores that survive the cut.
“Retailers need to do more to draw crowds back into their stores. and the world of ‘experiential retail’ has a real opportunity here,” says Natasha Frangos, partner at chartered accountants haysmacintyre. “Despite the growing dominance of etail, consumers still respond to an inviting physical environment with knowledgeable floor staff who can showcase the products that they are looking for. Adequate training for staff is critical to enable them to create and sell the consumer experience and encourage footfall.”
As one former senior director at HoF says, the business needs to identify who it appeals to and work to get that message across: “My question for HoF would be, in five years’ time, can it deliver on a much more curated product and create reasons for people to say, ’Let’s take the family to HoF’?” '