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Retail Review – Reeta McGinn, Consulting Manager, Javelin Group – Score 12/25 (IRM50)

Digital in store at Topshop really lags its competitors. Promising signage advertises in-store ordering (for next day collection), however consumers are simply asked to order at an information desk, queuing up to use a single manned terminal. A small number of iPad toting store assistants give the look of a more technology enabled process, but across four visits to different stores we were consistently advised that the system and the in-store Wi-Fi was not working.

The Oxford Street flagship has a more exciting digital offering including oversized iPads that give consumers the chance to design a T-shirt and an in-store photo booth to share latest looks on social media. Topshop is also using digital for one off store events such as virtual reality entry to London Fashion Week’s catwalks and live streaming of the Kate Moss launch.

In terms of integrating the in store, online and mobile offering to provide a seamless consumer experience: Topshop’s app allows you to scan the barcode of products to add to your online basket or share on social media. Whilst the concept is in line with competitors, the app’s scanning mechanism struggles with some items and a sample of store assistants were unaware of its existence and clearly had not been trained to assist or encourage users to use it in store. Topshop have more to do to provide a truly integrated digital experience.

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