Case Study: House of Fraser achieves 908 Christmas stories and boosts online customer engagement with Bazaarvoice Stories

Bazaarvoice Stories Help House Of Fraser Build Relationships At Christmas

House of Fraser, a 160‑year‑old UK premium department store group with a growing e-commerce presence, wanted to extend its imaginative, customer‑focused in‑store experience to the web. The challenge was to make the website feel like an inspiring, engaging destination—not just an online shop—during the 2011 Christmas season.

Using Bazaarvoice Stories, House of Fraser ran the “You Shouldn’t Have!” Christmas competition inviting customers to share funny, strange or unwanted gift stories and promoted it to socially engaged customers via email and Facebook. The Stories‑driven campaign drove strong early participation, exceeded expectations with 908 submissions in one month, increased site engagement and reinforced the website as an exciting place for customers to connect.

House of Fraser

Andy Harding

eCommerce Director, House of Fraser