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TopMan Personal Shopping Experience


TopMan Personal Shopping Experience

Topman have recently launched an online personal shopping program to provide personalised style advice, demonstrate the latest trends to customers and provide online purchases.

From the Topman site, customers can either book a physical appointment at the flagship Oxford Circus store or schedule a video chat shopping consultation. After the online appointment, customers are redirected to the Topman site where they can purchase items they selected in the session just like a typical online transaction.

As part of the scheduling process, Topman requests your sizing information, the reason for your styling session ("holiday shop” or a "seasonal update") and allow you to upload reference images of yourself and styles that inspire you.  This information allows one of the Topman styling squad to make tailored recommendations to meet your needs.

The underlying technology and execution of this experience is relatively straightforward and aligns well with the TopMan brand and target audience.
Topman is poised to launch the digital personal shopping experience to customers all over the world following the UK trial.

See an explanation of the service below:

Meet the Topman personal shopping team:

Personal shopping has featured in Topman's flagship Oxford Circus physical store since 2011:

Topman's sister company Topshop have recently developed great social selling campaigns and social instore selling during London Fashion Week.

What other industries could benefit from a personal touch?


Interactive Store Hoarding


Interactive Store Hoarding

New York fashion label Kate Spade has created a personalised shopping experience by embedding touchscreens within a construction hoarding at an upcoming store in New Jersey.

The resulting experience merges online and offline worlds, enabling customers to engage with products in new ways and helps Kate Spade maximise exposure and potential sales.

Shoppers interact through touch screens, responding to typically whimsical Kate Spade questions such as – “Sparkle: a little or a lot?” and “Dream dinner party: pizza on fine china or desert served first?” – before being given personalised product recommendations and the option to purchase digitally with complimentary shipping.

As well as making the most of previously wasted retail space whilst store renovations are underway, the brand is also able to capture data on relevant local customers for subsequent instore events and promotions once the store opens.

See the interactive store hoarding in action below:


Getting Personal - Online Product Personalisation


Getting Personal - Online Product Personalisation

We’re all individuals...
— Crowd in Life of Brian - Monty Python

Whether you're taking customisation, personalisation, bespoke creations or a tailored solution, there is a considered shift from mass market to unique products. Customers no longer want to keep up with the Joneses, individuality rules and owning something unique is a talking point. This trend explains the surge in niche and one off products and services - enter the world of niches and personalisation.

Chris Anderson identified this trend in his ground breaking book The Long Tail "we equate mass market with quality and demand, which in fact it often just represents familiarity, savvy advertising and broad if somewhat shallow appeal. What do we really want? We're only just discovering, but clearly starts with more".

Online tools now provide a range of capabilities only dreamed of previously with personalised creations now possible in everything from phones to jewellery and bikes to shoes. Here are my top picks of the online personalisation leaders.

Tiny Me

A range of personalised, custom made kids toys, books, puzzles, clothes and decals. Tiny Me was started by 3 dads - with 14 kids between them! 

Shoes Of Prey

The style leaders in personalisation, Shoes of Prey was founded in 2009 and provides a 3D designer for customers to choose the shape and heel height from 12 core styles, then choose materials from soft leathers, genuine snakeskin, fishskin or vegan leathers. They custom make, ship worldwide in 4 weeks and provide 365 day returns.

Original Stitch 

This San Francisco based start-up allows customers to choose from 300 base patterns, 12 button colours, 6 collar styles, inner collar colours and add monograms all in a simple interface.


Customise your Motorola Android phone by choosing the front, back, trim, case and engraving. Options include finishes such as leather and timber, right down to the colour of your wall charging plug. You can then preview in 3D before placing your order.

Trek Cycles Project One

Trek encourages customers not to settle for anyone else’s bike. Each Trek Project One bike is hand built and allows you to choose your model, components, styling and fit from thousands of options.

Emma & Roe

The personalised charm builder from Emma & Roe allows customers to start with pre-built designs styled by experts or to create their own designs from a range of over 800 charms.

There are challenges around how personalisation and custom designs can scale and ensuring that personalisation options are usable and kept simple. Customers want choice and can be paralysed into not making a decision and therefore not purchasing if it all gets too hard.

What are other great personalisation examples that you've seen? What would you like to personalise that you can't yet?