The Mystery Shop
(Christmas window display)
First Impressions:On arrival we were surprised at their chosen window scheme - sure the outfits were wearable and would be great for bar wear during this season but when you think it's literally a month until Christmas you'd expect a bit more sparkle surely?! The only thing that gave it away as a seasonal window set-up was the pink and black tree decorations behind the averagely-styled mannequins. Not so aspirational, but still - we soldiered on inside.
Staff Acknowledgement:
Upon entering the store there was no greeter/security guard which again, for this size of store and the amount of staff running around (at least 15) you'd expect at least a simple "hello" from someone? But no. Not one member of staff acknowledged our presence, not even after loudly commenting on a (hideous) PVC-looking get-up on "what's this made of?" and "how would you wash it?" Nothing. Poor effort, ladies. I'd have thought someone would've perked up with some sort of garment care knowledge, as I do in my own store, but no.
Visual Design and Layout
I will give the store credit for its design and layout, though. Topshop always has a really good flow of customer walkways and a clear split between casual and formalwear. There are plenty of sizes out and enough of each to ensure the majority of their customers can grab their size without having to ask someone to search the stockroom. They always have clear jersey and denim destinations, and you couldn't even get a look in at their seasonal gifts and accessories thanks to the amount of shoppers about. With everyone feeling and looking so festive you couldn't help but lap up the atmosphere of wanting to purchase something, but the staff awareness was so shoddy we weren't tempted to approach the till points at all.
(Standing on your tip-toes won't make your bum smaller!)
Fitting Room Challenge:In the end I picked up two bodycon skirts - one floral and one that was displayed in the window - a black and green shimmery number. Luckily I had a black vest top on underneath my winter layers so I could envision the outfit as I'd want to wear the skirts. I headed over to the fitting rooms where a cheery girl took my items, separated them as she counted them, and led me to my cubicle. She didn't once comment on my items, despite the fact that she actually had the floral skirt on! I picked up on it, and only then did she start chatting about how I should go for a size smaller because it stretches (I assumed so, and had already done that) and that a top close to where the skirt was displayed goes excellently with it, as per her own choice the other day. After trying on the skirt and realising that this shape was really NOT my style for the size of my hips and derriere, I told the girl they were the wrong style for my body shape and would continue looking. She didn't offer an alternative and let me leave feeling disheartened. (Whilst this was all happening, Abby waited on the sofa outside the cubicles and managed to snap THREE members of staff chatting away about how ill they were feeling. Funny how they all managed to scarper away when another poor customer emerged from her cubicle for help, only to find no one waiting for her.)
(Our trio of helpful staff!)
The Internet, The Store, and More:Like every other retailer, Topshop have jumped on the Twitter/Facebook/Pinterest bandwagon along with revamping their website to include links to said sites. Topshop's Twitter and website are very minimalistic, no seasonal slogans or backgrounds - just the stock. They have heavily advertised their Meadham Kirchhoff range on both sites, but we didn't see this as we were looking around the store. If anything, I think my store could branch out in this direction of having a celebrity spokesperson, or designer line, as we see this so often in many retail stores and customers have lapped it up (see the Kardashian Kollection for Dorothy Perkins, for example).
They have also invested a lot of time and effort into their "Pin it to Win It" campaign. They have even Instagrammed a picture of their Pinterest booth that allows customers to "Pin" their wishlist items onto their boards, right there in store (flagship, of course!). Topshop regularly posts stock pictures onto each sites, focussing on their "Daily Fix" promotion and other press days and photo shoots, too.
(Their Pinterest Interactive Gift Guide in the London flagship store)
In conclusion, I like the way they've upped their A-game in the social media stakes, but it seems they've let it go when it comes to the basics of staff training in stores. I'm not sure I'll be returning to the store anytime soon, but would still follow their current trends online - and only then will I return when I see something worth my time and effort :)Kirsten x
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