House of Fraser has launched a mobile transactional website to widen customers' choice of shopping channels.
The mobile site went live earlier this month and features the retailer's full range of products, encompassing some 850 brands, as well as a secure checkout.
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Mobile agency Usablenet supported the department store chain in introducing the platform, which can be accessed by any mobile device.
The roll-out of m-commerce is a significant milestone for IT at House of Fraser, which follows the appointment of Robin Terrell, executive director of multichannel and international, last summer. Terrell's addition to the team is part of the company's strategy to generate 15% of total group sales through the web by 2012.
"[The m-commerce platform] is part of our multi-channel proposition, to ensure that we enable our customers to shop with House of Fraser, when and how it suits them." said Terrell.
"Even before the launch of a mobile-optimised site, House of Fraser has seen huge growth in browsing and shopping on mobile devices this year. Over the past six months, we've seen mobile sales grow by 660%," Terrell added.