Julian Burnett Chief Information Officer - House of Fraser The U.K. has given rise to some of the most powerful, long-lived and envied retail brands. But many must now strive to survive against the formidable pressure of market entrants – without the drag of aged stores, processes and systems. Through technology enabled change and a refocusing upon the fundamentals of great retailing, the strong continue to hold their own and drive a differentiated proposition, leveraging insight to create unique experiences for customers. As House of Fraser embarks upon its own retail transformation, Julian Burnett, CIO and Capgemini alumni, reflects upon the priorities, challenges and approaches of the House of Fraser Business Technology team and the central role that enterprise architecture plays in helping achieve business goals.

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Back the Future:
A Retail Transformation Strategy
Julian Burnett
Chief Information Officer, House of Fraser

2. OUR BUSINESS STORY

3. From once
upon a time
in 1849…

4. …we now
have a
diverse
portfolio of
60 stores

5. …providing
customers
with digitally
enhanced
choice &
convenience

6. …through a
range of
store, online,
app & mobile
shopping
experiences

7. …across a
wide range of
apparel,
accessories,
beauty and
home brands

8. We hold a
strong and
unique brand
position in
UK
department
store retailing

9. OUR GROWTH THEMES

10. Raise
awareness
through a
sensational
brand

11. Optimise
customer
experience
everywhere

12. Maximise all channels -
seamlessly

13. Heightened
expectations?

14. The rise and rise of
click & collect …
…is great when you
have shops!!!
0 100 200 300 400
OIS
B&C
Web
Net Sales Revenue
2015 2014 2013 2012 2011 2010

15. of customers consult
their phones on
purchases they’re
about to make.
of customers
who carry out
a local search
visit a store
within 24
hours and 28%
make a
purchase.

16. New responsive digital,
experiential, content rich,
location aware commerce
platforms are all the rage
you know…

17. Optimise
our product
mix

18. Explore new store sizes,
shapes and formats

19. Expand our
international reach

22. Renew our
core business
technology

23. OUR TECHNOLOGY VISION

24. Redefine & modernise
our architecture

25. Drive insight & direction
from our data

26. More modular core
business
apps

27. Renew our
technology
infrastructure

28. Deal with this!
(You too please)

29. Scale agile
change delivery

30. Keep developing our
world class team

33. OUR IMMEDIATE PRIORITY

34. Hello Black Friday!!