House of Fraser appoints Grass Roots to measure the customer experience


House of Fraser, the UK and Ireland department store group, has selected business services company, Grass Roots, to deliver a mystery shopping programme across its store network. 

The measurement arm of Grass Roots will conduct regular mystery shopping visits to its 61 stores to assess the experience provided to its customers.

The House of Fraser brand claims to be differentiated from other department store groups by its 160 year history in the UK retail market and its commitment to provide an imaginative and relevant shopping experience to its customers. 

The retailer has conducted mystery shopping in the past but said it is now looking for a provider who can offer a dynamic programme that has the ability to flex and change in future to meet the evolving demands of today’s consumers.

Grass Roots’ mystery shoppers will assess the exclusive house brands owned by House of Fraser (Linea, Pied a Terre, Episode, etc.), with higher footfall stores receiving more frequent visits. 

Mystery shoppers will report on how important they are made to feel during their visit. At a store level, the programme will enable managers to feed back customer insight to their teams, assess how the shopping experience aligns with the new vision and values and, where required, take steps to more closely match customer requirements.

Alison Seabourne, consultant staffing manager at House of Fraser, said: “We have just redefined our vision as a retailer across our entire network. We are really keen to measure how this is working and to assess how front line employees are interacting with customers to provide the desired experience.”

Jamie Thorpe, head of commercial relations at Grass Roots measurement, said: “We are really pleased to be given this opportunity with House of Fraser and look forward to driving service excellence across its group.”