Matthew Bennett, chief creative officer at Wolfpack, shares his view of good and bad sites.
Topman.com
It’s no surprise that Topman – like its big sister Topshop – is a top site that manages to bring its in-store experience online.
The platform allows users to keep up-to-date on the latest fashion and culture trends on a daily basis, as well as the latest deals.
The brand also provides bite-size selections to help customers browse through handy categories such as brand, trend or edit of the best-in-season.
The site is perfectly set up to purchase online with free standard delivery or collection in-store so you can try your purchases on, creating a seamless journey to the in-store experience.
Primark.com
Primark has certainly gone to lengths to update its website but it still has a way to go to connect to the always-on customer.
Whether it’s on her computer, mobile or tablet a young, socially connected, fashion-hungry user deserves an omnichannel experience to mirror her lifestyle. In repudiating ecommerce, Primark is surely missing out on high volumes of customers that want to shop online.
Clearly there’s a deliberate strategy here but for the brand to grow relationships in a digitally connected world, it must put the customer first and let them part with their cash in whatever channel they wish.
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