Retail News: Topshop outshines John Lewis and House of Fraser in recent survey
results from the Kurt Salmon survey
Kurt Salmon, the global retailer and consumer goods consultancy, has today released the results of a survey conducted to find out how well businesses are performing across multiple channels. In the fashion sector, it has been revealed that Topshop comes out on top in terms of “mobile” and “in-store”, making them a stronger player than the likes of John Lewis, House of Fraser and Marks & Spencer.
the perfect omni-channel mix for fashion retailers
According to Kurt Salmon, fashion retailers need to offer the following elements:
- Online: virtual fitting rooms/outfit builders, wish lists, customer reviews, help via instant messaging and ability to pay using gift cards
- In-store: wifi, mobile ePos, staff equipped with tablets or terminals so that they can see what the customer sees, personal shopping service.
- Mobile: filter options when browsing, customer reviews, total spend visible and a GPS store locator – with geolocation the next big opportunity
- Social: A strong engagement with customers, with frequent updates, blogs and inspiration.
- Cross-channel/fulfillment: Free home delivery (or a threshold to activate this), next day click and collect, reserve and collect from store option, same day delivery and specified delivery slots.
Good Delivery Options
Topshop definitely helps us spend more, by offering various methods of buying items. This in turn ties up their online and offline presence, and the brand is consistent throughout:
Interactive and Interesting Website Content
The Topshop website is full of interesting and interactive content, which in turns leads to people buying both online and also visiting the stores.
A Strong Presence on Social Channels
As well as having an interactive website, they encourage participation on social media:
Any thoughts about these floral plastic macs apart from: Awesome?! bit.ly/O7peLa http://t.co/lXNou58LsN—
(@Topshop) March 13, 2014
On their YouTube channel, Topshop showcases their new campaigns and seasonal trends:
What do you think? Would vote for Topshop as best omni-channel fashion retailer?
Pop-Up Shops Appear in London Stations | Are you buying Flowers this Mother’s Day?
