Top Shop Omnichannel Strategy

Omnichannel strategy is a form of cross-platform marketing strategy. The company carries out
an omnichannel strategy with the aim of providing a new experience for consumers. The
experience in question is a shopping experience through a different ecosystem. Consumers can
buy products through various platforms provided by the company in various ways. The
omnichannel strategy has proven to be effective in increasing sales because it adds to the
company's revenue stream that comes from various channels. Most companies use multiple
platforms and omnichannel strategies in selling their products. Companies take advantage of we,
applications, social media, to direct sales.

Topshop is a fashion company from England. The company has 510 outlets spread all over the
world. The company takes advantage of sales opportunities in the digital era by adapting an
omnichannel strategy. Omnichannel strategy implemented by the company by increasing sales
through applications. Topshop has a mobile application, namely Topshop On The Go. Through
this application, it is able to provide a different shopping experience from customers. Customers
can also take advantage of the barcode feature in the application to get information regarding the
latest products in the store, promotions and discounts. In addition to using the application, the
company also combines Topshop's social channels with existing fashion show trends. At London
Fashion Week 2014, The company offers online fashion shows openly in all their shop windows.
This strategy is carried out as an effort to increase customer loyalty, especially for Topshop
lovers to post their best photos using the hashtag #TopshopWindow. This strategy is proven to be
able to increase customer loyalty because customers feel valued by the company

Then, what are the differences before and after using an omnichannel strategy for Topshop
companies? The following are the differences before and after using the omnichannel strategy:

Before using:

 Customers are required to come to the store to see the available products
 Customers are less connected to the company
 Limited revenue stream
 Lack of loyalty
After using:

 Customers get the latest product updates through the Topshop application
 Customers get closer to the store with in-app purchases
 Improved customer loyalty and relationships because customers feel cared for
 The company's revenue stream is increasing because it comes from sources other than
physical stores.