Sunday, August 24, 2008
Online Shopping Site Review (Nufail)
As such, I believe that online-shopping is quickly gaining much popularity amongst everyone, as having to do so with just the click of a mouse is so much more convenient than to walk on the streets. (Imagine here in Singapore on a super bright sunny day, where we'll be all hot, tired and bothered!) Plus online-shopping also helps to reach out to the masses if their brands are not available in Singapore. Some examples include Victoria's Secret, Abercrombie & Fitch and Wetseal.
So for our e-learning task (DCX131), we were told to do a thorough evaluation of one online-shopping website. And my chosen website for this task is...*drum rolls please!*
none other than the highly recognised boutique (well almost everywhere), TOPSHOP!Since we are evaluating the website, ratings are needed. This here would be my ratings list:
1 - Very poor
2 - Poor
3 - Fair
4 - Good
5 - Very good
Before evaluating it, here’s a brief description about the brand Topshop, and the reason of this website.
Topshop is a well renowned brand in United Kingdom (UK), where it originated. Launched in 1964, it has slowly flourished not only in UK, but internationally as well over the years. Its 'brave and irreverant approach to fashion" and "up-to-the-minute affordable style" are just few of the characteristics that have made it immensely popular. And in recent times, Topshop initiated designer collaborations, partnering with iconic models Kate Moss and Celia Birthwell to unveil personalised, signature pieces of theirs. Inspired by their wardrobes and personal sense of styles, these collections "further cemented the brand's reputation as fashion leader and trend setter."
As such, with the set-up of www.topshop.com, a wide variety of items are made available not only in the UK, but globally as well, giving itself worldwide brand recognition.
1. Target Audience
I would assume that the target audience is aimed at mainly mid-teenagers to working adults, approximately at the age of 16 - 40 years old (females). Besides that age group, Topshop also targets at maternity mothers, and to those who have infants & toddlers as they sell maternity wear and baby clothes. Menswear is definitely not forgotten as well. However, it is at a separate website (http://www.topman.com/). Unfortunately, in my opinion, Topshop missed out another target audience, and that would be the kids. They do not offer products targeting at the kids, say to those at the age of 6 to 16 years old. My rate?
a) Design
So the very first thing that you would notice at the website would be the design and the layout. Topshop.com kept the colours simple; mainly using black, white and bits of grey. And with the infusion of both (B&W), they used a polka-dotted background. Same goes for the fonts used (mainly black). However, when it comes to posting up sales items, Topshop.com used bright, neon pink for their font and tried to make it as the focal point of the page. This does work well with the simplistic layout to try and attract consumers into getting their attention and wanting to click on that portion.
b) Layout
Layout wise, topshop.com has included a search bar. This function is extremely useful as, if the consumers need to look for something more specific, say skinny jeans, all they have to do is to type out the keywords there (either product name or code) and all the skinny jeans available in the website will be displayed. This definitely saves time if one knows what they're looking for, and instead of clicking links one by one.
On the upper-right hand corner, topshop.com have placed links such as Stores, Log In, My Account, Wish List, Gift Cards and Sprees, Delivery and Help. Below that bar, topshop.com has displayed the Shopping Bag link.
And at the bottom-most part, there are links connecting consumers such as Videos/Podcasts, Daily Fix Widget, About Topshop, Contact Us, etc.
Overall, the simplistic design of the website promotes neatness and is organized. Plus easy access of links available makes it really easy for me to navigate around effortlessly. The colours used makes it easy on the eye as if we have to stare at the page for a really long time, it's not that jarring. However, I personally feel that maybe a little animation add-ons might make the layout more interesting and eye-catching. My rate?
3. Accessibility
This website is accessible to most consumers in the world, it being in English. Besides that, clicking on the link "Accessibility", what really caught my attention is how this website is made possible even for those who are impaired! They've even provided links to the specific websites to provide more information on the access devices available for those with different impairments. In addition, accessibility around the website can also be done without a mouse using access keys.
So my ratings for accessibility of this website would definitely be a 5! Where can you get such accessibility for those with impairments? Even though it is only available in English, the language barrier can be easily solved by going to http://www.babelfish.altavista.com/ where you can convert the entire website into whichever language available!! E.g. English to French
4. Contents of the website
a) Homepage
On the right hand side, topshop.com displayed the links via collections wise. So instead of going into the respective categories i.e. if they want to look for a dress in the "Wonderland" collection, they dont have to click on the "Dresses" link and search for it one by one, they can simply click on "Wonderland". This works out well for those who want to look at items based on the collection.
Scrolling down below, the content of the homepage displays its latest news and happenings. This helps the consumers be aware of any events/news up-to-date.
b) Links on the left hand side
Links here have been categorized accordingly to its respective type of clothing. If one needs to look for dresses, tops, etc, all they have to do is click on it and everything that it has available will appear. For those with variety e.g. Jackets, they even have specific sub categories (smart, casual, coats) for it which makes it easier for the consumer to go to directly if they know what they're looking for.
Upon clicking on the item before purchasing, there will be a close up view of the item, both front and back. Information given would be the item's name, code name, colour, price, product info, delivery, returns policy, size, etc. However, description given for the product info is rather vague. One useful feature is that it gives a zoom in and out feature to have a closer look at the product. In terms of availability, the consumer just has to click on her size. If unavailable, the website will state that is is out of stock. 
c) Links on the upper right hand corner
These links here are useful if someone needs to look for information on general things. For example, they have a store locator function. It provides addresses of all the topshop stores in the world! So if you're on a holiday and you're not sure if there's a store available in that country, you can always go check it out before hand.
Another link would be "My Wish List". This function helps the consumers to add it in there, and helps to remember the item that they want if they cant purchase it now. Another perk is that they can actually send out the wish list to their friends to hint to them! *Watch out!*
d) Links on the bottom most page
Yet again, these links are information on general things. For those who would want to know about Topshop, all they need to do is click on the link. And for those who still seem lost in navigating, the "site map" link is extremely useful as if provides all the items via listed mode.
There is one page that I would like to highlight, and that would be the "Size Guide & Washcare".
This page here is extremely useful for everyone. Firstly, it contain a size guide for tops.
A size conversion chart is also provided.Secondly, they've even input in a bra fitting size as they sell lingerie.
Thirdly, they provide tips on shoe care for different materials.
Fourthly, what they included that I personally like is the washcare guide.
It has explanations for each symbol, which most consumers may not be aware of. Very informative indeed!
Overall, I find that having the zoom in function is really important for consumers as it gives them a rough gauge of how it looks like before purchasing. Having a site map summarizing the entire content of it is really good as well. However, description given for the product info is rather vague. It could do better with more information, like giving specific measurements and a more descriptive explanation of the item. Plus maybe perhaps they could add a section whereby there are reviews from buyers who have bought the item to give their opinions. In addition, the website lacks the feature to promote other similar items that they might be interested in. But the content in size guide and washcare is really useful and informative. My rate?
5. Variety
Topshop does offer a wide range of clothes from casual, dressy, maternity and babies. However, they not only sell tops and bottoms, but accessories as well! In addition, they also carry swimwear, lingerie and nightwear. There's one more feature that I personally like, and that is it caters to consumers of all sizes. They offer clothes for petite, (5 ft 3 and below, perfect for me!) and tall people! (for those 5ft 7 and above; good for Zila)
My rate?
6. Ordering & Mode of Payment
Ordering
If one wants to purchase, they just have to click add to bag. After that the website summarizes all the items in your shopping bag. This allows the consumer to double check that those are the required items that they want. To make payment, one of course has to sign up and have an account with them first!
Payment mode
Topshop.com accepts quite a variety of payment, and they are:
As they accept Paypal payment, making it easier for those without credit cards. Prices stated in Topshop.com are in pounds. Therefore, charges may differ for those outside of UK. The exchange rate depends on the owner's credit card company. My rate?
7. Security
Security is very important in online shopping. As such, topshop.com has collaborated with "Verified by Visa" and "MasterCard Secure Code" to help prevent the credit card against unauthorized usage.
My rate?
8. Delivery
Topshop.com does not deliver internationally, and they only deliver to selected countries, which are:
They website also provides information with regards to its costs and estimated delivery times. They also provide express delivery, where they can deliver the merchandise within the next or 5 working days. However, there is an additional surcharge. Plus they've provided a tracking order system, to allow the consumers to know of the whereabouts of the item. However, both functions are only available for UK. For overseas deliveries, they do offer a Customer Service hotline for them to call up and check. If not, they can send an email as well.
In terms of checking delivery, a tracking system in the UK and a customer service hotline is offered to check their status of the merchandise. However, the downside is that it does not deliver internationally. My rate?
9. Redress
Topshop.com offers both returns and refunds of goods at any reason. For international returns/refunds, it can only be done so via post. But those in the UK and Republic of Ireland, they can drop by into any Topshop store(excluding department stores) and do it there. All returns and refunds have to be done within 14 days of receipt. Topshop.com also provides free shipping back, but yet again, not for international customers, who will have to bear their own costs.
The returns/refunds policy that Topshop offers is extremely useful and needed if a customer is unsatisfied with the merchandise. However, in my opinion 14 days does seem a little too short of notice. My rate?
9. Other useful information on the website
a) Privacy policy
Everyone is always aware when giving out information online. Thus, in topshop.com privacy policy, the information they collect is strictly for their own usage and not revealed to any other party at all.
More information can be known here.
b) Terms & Conditions
Before purchasing, the customer should be aware of the website's terms & conditions. Topshop.com has its T&C put up to ensure that the consumers know what they are agreeing to. More information can be known here.
c) Delivery & Help
This link here provides all the help that the consumers can get. This page is really useful, and if anyone has any questions, they can go to this page. More information can be known here.
~OVERALL RATING~
On the whole, I didn't encounter any major issues or trouble while navigating around the website. It was relatively a breeze going through each section as the links were very organized. Plus any queries I had in mind was easily answered. I do like the variety that if offers, especially since I myself really like to shop there. Comparing the items that they have online and here in the Singapore outlets, topshop.com obviously has a much wider range to choose from. Unfortunately, they do not do shipment in Singapore. However, prices quoted are in pounds, and if they do shipment here to Singapore, the items would be really costly. Despite that, my experience here at www.topshop.com has been really fun exploring. My rate?
Happy exploring ladies! ((:
Print screens credits and all information were taken from www.topshop.com
Labels: clothing and textiles
11:37 PM.
