Executive director, multichannel and international, House of Fraser (2011 rank: 10)
Robin Terrell has a high calibre CV that includes roles at major retailers such as Figleaves, Amazon, John Lewis and House of Fraser.
Since joining House of Fraser in 2010, he has transformed the department store group’s multichannel offer, admitting the retailer was “a bit late to ecommerce” and is now innovating in the online sphere.
As managing director of John Lewis Direct, Terrell led the relaunch of the department store group’s online fashion offer, and multichannel is now at the forefront of House of Fraser’s ambitions.
For example, House of Fraser became the first retailer to offer a click-and-collect-only store in Aberdeen. At just 1,500 sq ft, the unit is a fraction of the size of the retailer’s typical stores, which average 100,000 sq ft.
Across the past two years, House of Fraser’s online sales have grown strongly. It posted a 52% surge in online sales in its second quarter of 2011 and sales were up 60% in total across the first half of 2011.
Terrell seems on track to achieve his original ambition of growing online sales from 2% of the total in 2010 to 15% by 2013.
He has also led House of Fraser’s overseas delivery service, which was introduced the year he joined in 2010. International delivery of online orders has emerged as an increasingly important sales avenue for multichannel retailers that have brands with a wide consumer resonance.
Terrell’s experience makes him a force in digital retail and he will no doubt continue to drive further innovation in multichannel.
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