Frasers Group Launches AI Shopping Assistant For FRASERS
Frasers Group has introduced an AI-powered shopping assistant across its FRASERS platform, aiming to enhance product discovery and improve online conversion performance.
Frasers Group has launched an AI-powered shopping assistant, Ask Frasers, across its FRASERS website, marking a further step in its investment in digital retail innovation.
The tool has been introduced within Frasers Group’s premium fashion and lifestyle fascia, FRASERS, formerly House of Fraser, with the aim of improving how customers navigate and discover products online. Early performance data indicates that the feature has delivered a 25% increase in sales conversions compared with traditional search experiences.
AI-Driven Product Discovery
Powered by Algolia’s Agentic Experience and supported by external large language models, the assistant is designed to interpret product data including features, availability and real-time popularity signals. It provides conversational, context-aware responses intended to streamline the shopping journey.
Customers can refine searches by asking questions, adjusting preferences and describing desired outcomes, enabling the system to surface relevant products, provide comparisons and deliver recommendations through a simplified interface.
“At Frasers Group, we are committed to enhancing the customer journey, from discovery through to conversion, by creating innovative solutions that give shoppers a connected, relevant and efficient shopping experience. The launch of Ask Frasers marks an important step forward in this mission, enabling us to offer a faster, smarter and more seamless way to shop our premium fashion and lifestyle offering, reinforcing our belief that intelligent technology is shaping the future of retail.”
Richard Lallo, Group Head of Customer Marketing, Frasers Group
Brand Repositioning
The launch follows the recent repositioning of the brand as FRASERS, formerly House of Fraser, alongside the introduction of a Spring 2026 campaign featuring Cat Deeley. The move forms part of a broader strategy to reposition the fascia within the premium retail segment.
Frasers Group stated that the introduction of Ask Frasers reflects its ongoing focus on AI-driven product discovery and digital innovation across its retail ecosystem.
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