Personalisation key for retail brands – take a leaf out of Topshop’s Wardrobe

​Personalisation still vital to retailers’ customer experience strategies - but it’s no mean feat!

With customers bombarded by digital ‘noise’ it’s harder and harder to stand out. Personalisation’s relevance means it can cut through and engage customers. There are many examples of the value this approach adds – from push notifications to emails, to website content.

However, adopting a personalised approach to customer experience is a big challenge for retail. There are numerous gaps in consumer data and implementation is costly. We also know personalisation has flaws. Customers tell us about irrelevant ads on YouTube and Twitter feeds, and Amazon recommendations for the same item they’d bought the week before. Personalisation, done badly, can be a big turn-off.

​Topshop puts customers in charge of personalisation

We first heard about My Topshop Wardrobe several months ago. It’s a feature that allows customers to take a quiz to determine their style and then delivers them ongoing personalised edits. Since then we’ve been putting Topshop Wardrobe’s personalisation approach to the test, and here’s our verdict on three things other retailers could learn from it.

​Keeps it fun and immersive ​

Gaming helps! Topshop uses a quiz experience to learn about shoppers’ personal styles. Customers can easily move through different parts of the quiz, whilst different types of questions ensure it remains fun – giving participants a peak into different celeb styles. It also gives shoppers something back at the end – a take on their personal style! There’s intrigue and anticipation around learning something about yourself, and there’s the enticing promise of receiving truly personalised suggestions.

Learns from customers along the way

The process doesn’t end there. Topshop allows shoppers to like or dislike suggested items – continually learning about their preferences. When ‘disliking’, there’s also an option for specific feedback to ensure similar items don’t crop up again. Not only does this give you clothes to provide feedback on, but it also pieces together outfits; encouraging more inspiration and creating another opportunity to learn your tastes. This continual adaptation means that even if Topshop doesn’t get it spot on immediately, it will quickly be on the right track.

Creates a space for curated content ​

Having learned about you, Topshop sends ongoing personalised emails celebrating your style with curated edits – keeping the intrigue alive. Furthermore, personalised results are saved in a ‘Wardrobe’; a permanent space on the site for shoppers to explore. This acts as a constant reminder that Topshop has a personal connection. The concept of a Wardrobe helps foster the sense that items within it are already part of customers’ lives and their style.

We think Topshop’s Wardrobe should get a big tick for improving the customer experience. Take the quiz now and see for yourself!


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