Mang6228

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Group 23, MANG6228 Presentation.

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  • Mang6228

    1. 1. Online Presence Review Group 23Aaron Bali, Anya Pozdnyakova,Yiqing Lu & Bao Ngoc Ly
    2. 2. What we’ll cover• An introduction to TOPSHOP• Social Media - Presence & Engagement• Communication Channel Integration• Shopping! (Or how to purchase online)
    3. 3. What is it?
    4. 4. Overview• British clothes retailer• Founded in 1964• Shops in 20+ countries• Part of Arcadia group
    5. 5. Online Presence
    6. 6. Facebook• High number of likes• Relatively low number of discussions• Relatively low number of check ins• Done well, but room for improvement.
    7. 7. Page used to create a ‘brand space’ and generate consumer engagement. It works!
    8. 8. Twitter. • Used for: • Promotions • Q &A • Trends
    9. 9. Twitter, cont’d.• Huge number of followers & lists• Low number of following: they’re a trend setter• A real strength of their online offering.
    10. 10. YouTube
    11. 11. YouTube • High number of views • Low number of subscribers • Could be more successful
    12. 12. The others• Tumblr• TOPSHOP Radio - played in store & online• Inside/Out Official Blog
    13. 13. Communication Channels
    14. 14. Integrating Online / Offline
    15. 15. 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).
    16. 16. 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.
    17. 17. Mobile Strategy• SCVNGR.• How about a mobile app...?
    18. 18. Mobile Applications• There isn’t one. We looked. Here are some screenshots from a site who claim to have designed it...
    19. 19. Mobile Applications, cont’d. • But when we searched, all we got was... #FAIL
    20. 20. Buying online
    21. 21. The website• Rapid turnover of products ensures repeat visitors• Creation of brand & lifestyle - not just online shop• Website ships to most countries.
    22. 22. Mobile• Mobile version of website• No application.
    23. 23. Recommendations
    24. 24. 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...
    25. 25. Other• Create a UK mobile app.• Bring the virtual fitting room to the UK.
    26. 26. 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]
    27. 27. Thank you. Questions?

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