Mkt 205 Digital Marketing

...

- Truly understanding consumers

Consumers’ attitudes and behaviour are tracked, analysed and interpreted to investigate opportunities and forecast future activities. Automate procedures of tracking behaviour of consumers that don’t need intervention of human such as personalized webpages, sending e-mail, or creating dashboards.

- Providing a superior experience

Levels of satisfaction after buying is tracked and evaluated to improve the process of matching and enhance experience of consumers. This two-way exchanging of information is a vital part of current marketing procedures. Once an experience is provided to the consumer, a system of capturing how consumer reacts and gives feedback of brand to alter suggestion or feedback message properly to optimize consumers’ experience and help adjusting investment of campaign depend on opportunities and trends (Edelman & Heller, 2015).

Topshop’s History

Topshop is a British international fashion retailer who major in fashion apparel, shoes, cosmetics and accessories. Their mission statement is being United Kingdom based trendy retailer. Topshop initially started in 1964 by Jessie Pearman as part of a huge English company the Arcadia Limited’ department store. After many years, Topshop was examined as a fashionable brand. In 2000, endorsements of celebrity and models was started featured by Topshop. In 2009, Topshop has owned 300 worldwide stores in beyond 20 countries, comprising within the United States, the United Kingdom, Russia and Ireland.

The earliest state’s side store was opened in city of New York in 2009. To attract new consumers enthusiastic of launching, a decorated van was sent out together with brand ambassadors to distribute free totes bags, gift cards and flyers. High brand awareness to be delivered to existing and new customers with those events, advertisements, billboards, press coverage and live blogs. [pic 2][pic 3]

Print advertisement is broadly by Topshop in branding. Models’ photographs of wearing trendy appearances of its brands can be found on billboards, magazines and also online sites now.

Since Topshop’s store opened, Topshop continuously finding out innovative marketing approaches to sustain sales and publicity. In the past, the essential marketing approach practiced by Topshop is using of limited lines of celebrity and endorsements, most likely is partnership with Kate Moss that helped Topshop boost 10% sales with her designs. Topshop has also offered coupons for regular customers of its brand. The ‘Student Advantage Card.” were distributed as young adults and teenagers are Topshop’s core demographic segment. With a valid student ID, young consumers be able to get 10% for store purchases or even online shop currently.

Topshop’s Digital Marketing

Topshop launched online website in 2000, along with the social media like Twitter, blog Inside-Out, Facebook, and Twitter. To communicate with their consumers, Topshop practiced strategically through digital social platform caused of its cost effectiveness. Up-to-date website of Topshop shows the importance of blogging’s impacts for current fashion firm. Consumers can upload their real apparel pictures. With only relevant evidence, followers encouraged to purchase the brand’s products. Topshop attracts their consumers by inviting bloggers to promote their best current outfits to grow online sales (Doris, 2013).

Global consumers can purchase Topshop’s products online by choosing their delivery country. By this, Topshop’s global target market has been increasing subsequently enhancing excellence and popularity of its brand to make greater sustainability. It also result in Topshop’s prospect plans of launching new stores in worldwide as Topshop has already have consumer base and reputation in the country.

Since 2012, there’s been a drive headed for digital media, rather than social media. Hence, due to the geographically limited stores’ locations and successful of Topshop in UK, CEO of Topshop stated that all they want to execute is scale the behaviour as it’s not an international brand by proxy of the fact that they don’t have the stores “. Considering to link with a broader customers, digital marketing seems a vital prospect to be done (Doris, 2013).

Topshop’s 2012 ‘Shoot the Show’

In 2012, “Shoot the Show” in London, was Topshop fashion week show that perfectly demonstrating the succeeding platform of integration marketing. Topshop collaborate with Facebook to allow shoppers customise the apparels and accessories of models from the collection to be appeared on the catwalk. 2.1million audiences from 100 countries was attracted by this event and consequently encouraging them for shopping. Autonomously, Topshop was introducing “Tweet Off” event that shoppers provided review of the show in 140 words in order to get reward of the following Topshop Fashion Show VIP tickets. Relating actual experiences to virtual experiences is another new vital e-marketing approach. By this, Topshop able to examine the effectiveness and ROI in actual sales (Doris, 2013). As a result, ecommerce sales of Topshop was increased 22% in year-end 2011 (Chapman, 2012).

Topshop’s 2013 Virtual reality Fashion Show

In 2013, Topshop associated with Google + by demonstrating win-win relationship which occurs between the marketing practices and digital world. A digital diary was holding by each of the models, taking customers along from their fittings till the runway. Throughout the show, every model was wearing a high-definition micro cameras which 360-degree view live on screen like the London flagship store, Topshop.com, YouTube Twitter, and Google+. This creativity of live video enabled audiences to ‘Be the model’ though looking and sensation of what the model experienced that drives desire and sales. [pic 4]

Another Topshop e-marketing achievement in 2013 was application of Google+ Hangout creation: “Be the Buyer’ where shoppers can swipe outfits from catwalk onto a wish list. Topshop then showcased the apparels that shoppers want most and brought in retail (Vince, 2013). Throughout this digital techniques, Topshop can understand deeply about their customers’ taste and wants in fashion.

Topshop's Mobile site & App

Topshop has spent greatly in the integration of their online and offline channels, resulting in 13.4% ecommerce sales growth of $165.4 billion in 2010 from $144.1 billion 2009 (Hayes,