topshop social business case study
DESCRIPTION
Topshop is one of the UK's most popular fashion stores on the high street – now the company are becoming a highly successful social business through online campaigns and digital experiences. In this case study we explore the core areas of Topshop's brand that have made the company the well-rounded social business that it is today.TRANSCRIPT
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SOCIAL BUSINESS CASE STUDY
Topshop
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• One of the UK’s most popular fashion stores • Founded in 1964 • 300 stores throughout the UK • More than 500,000 daily page views to
Topshop.com • Over 3 million Facebook likes since 2009
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Topshop’s social business aims
Align Topshop’s digital presence with trendsetters such as
Burberry
Allow customers to purchase via social to
connect the digital and real world
Create a sharable experience to
increase volume of interest
Capture social data for future business
strategies
Foster customers’ passion for on-trend
fashion
What does Topshop want to achieve?
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Social business programmes
MARKETING
SALES
B2B SALES
CUSTOMER SERVICE
PRODUCT PLANNING
HR
How are departments across the organisation involved in the programme?
“Topshop Unique Live” • Measure engagement levels
of users to determine how they want to consume information and share it
• Allow consumers to review the Unique Live show via Twitter in 140 characters or less
• Core focus to gather data to impact the brand’s social strategy for 2013
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Social business programmes
MARKETING
SALES
B2B SALES
CUSTOMER SERVICE
PRODUCT PLANNING
HR
How are departments across the organisation involved in the programme?
Product planning and marketing
• Allow users to pre-order
items three months before they arrive on the high street
• Measure engagement and consumer response to inspire future product launches and trends
• Feature the entire campaign cross-channel including Pinterest and YouTube tutorials
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Social business programmes
MARKETING
SALES
B2B SALES
CUSTOMER SERVICE
PRODUCT PLANNING
HR
How are departments across the organisation involved in the programme?
“Social runway” • Customise the look and
colour of pre-ordered items before purchasing for a bespoke experience
• ‘Shoot the Show’ (a camera button embedded within the livestream window) let viewers take shots of their favourite looks to share socially
• Engagement results from the live stream determine what customers want and need
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Organisational culture and approach
Empowering the consumer • Topshop placing much more power, choice and customisation in the hands of the consumer
Data-focused • Digital and social engagement metrics strategically helping Topshop to build consumer insights
Experience-centric • Shifted from selling products to selling experiences
Joined-up • Marketing data used to inform product planning
Innovative • Experimenting with different ways to use data and platforms to create sharable user experiences
What values and approach did Topshop need to adopt to make it happen?
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"I really believe that everyone in this space, in luxury, in retail, is selling product, and the reason
we’re going to win and win big is because we’re selling experiences. We’re going to create an
incredible experience around our brand which is going to define us.”
Justin Cooke, Topshop Chief Marketing Officer
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References
" Katie Shoard 3 of the best social media campaigns from 2012 " Anjali Mullany, Fast Company Customize the catwalk: Topshop and Facebook partner on a social runway " Marketing Magazine Topshop recreates front row experience for online shoppers " The Guardian Topshop to turn London fashion week show into Facebook 'entertainment'