[REVIEW] TOPSHOP MOBILE

First Impressions (4/5) Mobile now accounts for a whopping 40% of all Topshop’s online traffic. Their core audience –girls in their teens to late twenties – are highly demanding, tech savvy, influenced by reviews before buying and quick to share what they like / dislike with their networks. My teenage daughter and her pals – all regular Topshop customers – brought a fascinating perspective to this site review. No surprise to see the High Street giant launch its new site ahead of the peak sales season. This is Topshop’s third platform change in the past three years, and replaces the antiquated screen scraping protocol which so many retailers adopted when they launched their first generation m

[REVIEW] VERY EXCLUSIVE, EXTENDED

First Impressions (3/5) Very Exclusive. the new venture from Very and Shop Direct, went out with a prediction that by 2015 every transaction would involve a mobile device at some stage of the customer journey. Its responsive site and native apps looks set to deliver against this vision. VE’s digital strategy has two strands: 1. Cross platform route to purchase: understanding how consumers switch between different devices – mobile, tablet and desktop – as they move along the consumer journey. Data from the mobile advertising specialists shows an estimated 80% of users exposed to mobile ads go on to complete the purchase via a tablet or PC. 2. Second-screening: aligning mobile marketing with V

[REVIEW] VERY EXCLUSIVE

As customers and retailers look across all touchpoints rather than siloed channels, so IR retailer reviews look at the entire retailer’s eco-system of website, mobile, the use of digital in store and their overall strategy. Longer in-depth analysis of the four areas can be viewed online atwww.internetretailing.net. This issue our reviewers examine Very Exclusive. MOBILE 16/25 Rob Thurner, Managing Partner, BURN THE SKY Very Exclusive went out with a prediction that by 2015 every transaction would involve a mobile device at some stage of the customer journey. Its responsive site and native apps looks set to deliver against this vision. Very Exclusive has invested in a mobile optimised site

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