How did it work?• Customers would go into store and be styled by the Topshop team• They’d then create a digital postcard using the Instagram app.• Then, they can send it to their friends. (assuming they have some).
Virtual Fitting Room?• Topshop Russia teamed up with Microsoft XBOX to launch a joint promotion.• Kinect Cameras were used to create a virtual, in store ﬁtting room.• Pictures could be sent out to other friends, creating organic discussion of the brand.
Mobile Strategy• SCVNGR.• How about a mobile app...?
Mobile Applications• There isn’t one. We looked. Here are some screenshots from a site who claim to have designed it...
Mobile Applications, cont’d. • But when we searched, all we got was... #FAIL
Social Media• Increase discussions / shares. Contests a good way of achieving this.• Set up a Google+ Brand Page. • In keeping with current Social Media strategy • Useful to claim it before someone else does...
Other• Create a UK mobile app.• Bring the virtual ﬁtting room to the UK.
Useful links & References• SCVNGR: http://oonaghmurphy.com/tag/topshop-app/• Home Shopping Report, 2011: http://www.keynote.co.uk/market-intelligence/view/product/10451/ home-shopping?highlight=home+shopping&utm_source=kn.reports.search• Corcoran, C.T (2009), “Everyones Doing It: Brands Take on Social Media” [Online], Available at:http:// www.wwd.com, [Accessed: 28th Nov 2011]• Shearman, S (2011), “Topshop rolls out in-store digital campaign”, marketingmagazine.co.uk, [Online], Available at: http://www.brandrepublic.com, [Accessed: 28th Nov 2011]• Indvik, L. (2011), “Topshop Sets Up Instagram-Styled Photoshoots in Stores”, [Online], Available at: http://mashable.com, [Accessed: 28th Nov 2011]• Joynlondon.com (2011), “The most inﬂuential fashion brand in the UK”, [Online], Available at:http:// www.joynlondon.com, [Accessed: 28th Nov 2011]• Capstick, L (2011). Keynote Market Report 2011: Home Shopping [online]. Available: http:// www.keynote.co.uk/market-intelligence/view/product/10451/home-shopping/chapter/1/executive- summary [Accessed: 26th November, 2011]• McEleny, C. and Shields, R. (2011), Mobile accounts for 8% of Topshop ecommerce sales. [online].Available:http://www.nma.co.uk/news/mobile-accounts-for-8-of-topshop-ecommerce-sales/ 3031445.article[Accessed:28th November 2011].• Lecinski, J. (2011). ZMOT: Winning the Zero Moment of Truth. [online] Available from:http:// www.zeromomentoftruth.com/google-zmot.pdf [Accessed: September 27th 2011]