By Leon Bailey-Green on Tuesday, March 2nd 2010, 07:00

House of Fraser’s Becky Olie tells The Online Fashion Agency what we can expect from the multi-channel retailer.

You’re Head of Web Selling at House of Fraser. What are your main responsibilities?
I’m responsible for overall brand identity online; balancing the commercials of trading a profitable website with the overall customer experience.

We now have over 600 brands online (and more arrive every week) plus new products and content daily, so there is plenty to talk about on the site, in our blog and across our various marketing channels, it is just how and where.

What can we expect from House of Fraser online in the next few months?
Over the coming year we will have even more new initiatives and development than last year and our sales plan reflects it!

This season, amongst others, we are looking to develop our video & editorial content, launch version 2 of our iPhone App, further develop our onsite look & feel, plus trial new delivery methods and locations, and that’s just the beginning.

Tell us about the Econsultancy Internet Retailing MSc you’re doing.
This year is the first intake of the MSc Internet Retailing (part time over 3 years). After 5 months I have absolutely no regrets – I would recommend it to anyone interested in pursuing a career as a leader in eCommerce.

It is very interesting and satisfying delving further into the business you are working at day-to-day, all I do at work benefits my study and vice-versa. It is also a pleasure to have out of the office time and talk with like-minded individuals across other markets and specialisms.

And finally, who would you like to see interviewed on The Online Fashion Agency, and why?
Got to be Jane Shepherdson, previously of Topshop, currently at Whistles. I really admire her vision of brand, product design and style, her fashion retail outlook seems so innovative and fresh. However, despite this, I am still not sure about the new Whistles website.

I am a customer of the brand, but find the site unfriendly and a bit over designed. I would love to know the design thoughts and user experience feedback about it… would they do anything differently if they did it again?

www.houseoffraser.co.uk