The Topshop website is in keeping with the corporate identity and the Topshop font on the website is the same as the Topshop high street store and the corporate design on the sales bag.
List of goods and products the website has to offer
Fashion Tops
Basic Tops
Blouses
Knitwear
Jeans
Trousers
Shorts and crops
Leggings
Skirts
Dresses
Jackets and waistcoats
Coats
Nightwear
Hosiery
Swimwear
Accessories (Which include Jewellery, Belts and scarves)
Bags
Shoes
Petite
Tall
B Maternity
TOPSHOP mini
The Tee Shop
Product Information
In this item the product information tells us that these shoes are high heeled patent Mary Jane style shoe with dark heel detail. They are also 100% leather uppers and available in deep red. The problem with this description is that is doesn’t specify if it is available in any other colours other than red.
Each item has a description to help the customer understand what the piece looks like in real life, but the piece of information is not incredibly detailed due to this, this doesn’t give the customer a true reflection on whether the item is right for them. Some addition information for example Size Converter or the different types of material and or colour it’s available in ,I believe it would help the customer’s purchase and would cause in a rise to Topshop sales.
Types Of transactions
When the customer is satisfied with there selection they can add it to the basket by clicking on the ‘add to basket’ which is situated under the product information on the right hand side which is very easy to locate.
If you’re not pleased with the item you’ve selected the customer can remove the item very easily by pressing the ‘delete item’ button and then press ‘recalculate’ so that the total will be modified effortlessly.
Next you enter your personal details for delivery address with is straight forward and quick. You are required to input a number of personal information not all shown about is asked for by the boxes marked with a star are essential to process the order you will be required to enter your Title e.g. Miss ,your forename , surname and Phone number.
There are different ways to pay for your items e.g.
Topshop/Seven Card
Visa
Switch Maestro
Master Card
When at the Check out numerous details are required for example Card Number, Security Number, Expiry Date, Issue Date and Issue Number.
In this particular website there is no possible way to register but there are different forms the customer can complete so that Topshop can keep in touch with the customer
This screen shot shows that if you have a query or problem with the Topshop website you can contact them with your concern by entering you personal details so they can reply to your question and on the right hand side in the grey shaded area you write your problem.
Below shows this help area filled in just to show what a completed form looks like and how easy it is to do so.
Here this screen shot shows that the details prior to this shot have been sent to the Topshop help line and this happen in a few seconds.
When the customer pays for a certain item they receive confirmation via email.
If the customer is ever stuck or lost on the website to return to the main page you easily click on the Topshop word on the top left of the screen. This symbol is there all throughout your online experience so you have no trouble when wanting to get to Topshop's homepage.
Methods used to capture customer data
Overt methods are loyalty or reward schemes encourage customers to make repeat purchases. Customers are rewarded with points every time they make a purchase.
This screenshot is an overt method and by applying to this student card this will give people discount and will persuade them to shop in Topshop again, this offer is also used to get customer’s personal information so that the website can email the clients and send more offers e.g. Sales.
Covert methods
Cookies
-Sessions cookies are used to keep tract of the goods in your virtual shopping basket and are deleted after each visit
-Persistent cookies store your username, passwords and preferences. These are stored on the hard disk and passed to the web server every time you visit the site.
Spy ware
Spy ware is a term used to describe programs that secretly collect information about a computer user. For example internet browsing habits are monitored and the information is sent to advertising companies who will then use the information for marketing purposes.
In the Topshop website there is specific way to register therefore existing customers don’t need to log in when browsing Topshop website.
The reason transactional websites capture customer data is because this helps in market research with would gave Topshop in this case an advantage to help them discover what customers are attracted to. With this device this would improve merchandise and customers would be enticed to purchase more items.
Topshop websites is regularly updated whilst doing this project had been updated and gets updated every month
Topshop websites has a large variety of pictures that are well displayed and are rather striking.
Topshop use a lot of images and animations which are used to attract customers.
Once a customer has purchased from Topshop an email will be posted to the buyer and Topshop keep track of every purchase made by that client so they can retain all existing customers
By employing Kate Moss to create a line of clothing this will encourage new and existing customers to purchase the item from her range so that they can get the same clothes as the celebrities.
Other collaborations Topshop has made are working with a well known brand Kangol which will also entice customers from both existing Topshop and Kangol customers.
This screen shot above shows that kangol made a range of clothes for topshop and this will persuaded Kangol admirer to purchase this line on clothing in Topshop. Also in bold pink font is written TOPSHOP love KANGOL which will also encourage people to take a look at the line of clothing because if the customer shops in Topshop and like the style they are going to shop there more often and by showing that Topshop like Kangol design people will want to buy kangol clothes.
In the terms and conditions of a purchase it states as seen above from time to time Topshop website will disclose customer’s details to 3rd parties to bring you information about products and or services. The details will include Name, Address and Age. Some customers will not want this and will discourage the buyer which will lead to a decrease in profit.
If a customer receives a faulty item and wishes to return it, it clearly states that you can return it to Topshop using the freepost returns label and process detailed in the return section.
It also states that if a customer receives a faulty item Topshop will then refund the delivery charge paid to receive the item all expensive will be fully refunded if the purchase is completely cancelled within a 7day cooling off period.
When a buyer has purchase and ordered merchandise the customer can track the item while in transit by calling Topshops internet customer service on 0870 606 9666 and tell them the date your order was placed ,your reference number for each brand , your full name , billing address and phone number.
Or
Email Topshop with the above information at and Topshop will check your order status and send you an update.
The return policy for Topshop is that we guarantee to refund any item you are not completely happy with when you return it to us within 14 days of receipt. Refunds will be credited to your original method of payment. In the interests of hygiene we do not offer refunds on pierced jewellery, cosmetics or briefs unless faulty. Vintage items are sold as seen and are non returnable and non refundable, either online or in store. All this information is shown in the Screen shot below but if you’re looking for extra information on Returns you can get in touch with topshop by emailing . This email is shown in the screen shot below.
This screen shot below shows that if you have a have ordered a item on the Topshop website to follow through you have to enter you personal details so that they can dispatch the items you wish to purchase will be sent to the correct address
This screen shot above shows the privacy statement which was very easily located on the Topshop website and was only 3 clicks away from the main page. the privacy statement is well detailed and very helpful.
In this screenshot above it shows Payment Methods & Security.
In the security is states that you can shop whenever you want but to shop securely online using the Netscape Secure Server, so you will need to use Netscape 3.0 so if a buyer didn’t have this server it would mean that there online shopping would be 100% secure.
Privacy Policy
At Topshop we are committed to maintaining your privacy.
The privacy policy isn’t detailed so the customer will be lead to think that Topshop are hiding information that will be extremely important.
The designer of Topshop is aiming for a relaxing and enjoying transactional website to encourage customer to purchase through the internet by the use of the subtle calming green/blue for the main background. There are no banners encouraging you to leave the site and no pop ups attached to Topshop so this makes your visit to Topshop more stress free. There is no background music present on the Topshop website and there is also no use of splash and animations. A down fall to the Topshop website is that with the high number of users Topshop are unable to process your request at the present time with will lead to a decrease of customers.
In the Topshop website the homepage negation is always positioned on the left hand side so it doesn’t matter about get to Topshop homepage so I consider that there is not to much information on each page because is not difficult to get home again.
Topshop is very modern but it’s simple to use so old and new browsers are suitable.
Topshop is very useful but Improvements Topshop should make to there transactional websites improve loading times since I found myself at times getting very frustrated but as a whole Topshop is a trouble-free and reliable website that is secure to purchase though.
Three recommendations I could make to Topshop is that firstly they should make there website more detailed with extra information that should be included so that customer no there rights when dealing with a transactional website like Topshop, also I believe it would be a great advantage to Topshop if they improved their loading times as this would make customer more relaxed as they browse through the website. The last recommendations that would Improve Topshop website is that the site structure could be changed to make the website more attractable and easier to navigate around.