Topman rolls out marketing technology

In-store terminals expected to increase footfall and improve campaign monitoring

Topman is using in-store terminals to attract customers into its shops

Clothing retailer Topman is using vouchering and redemption terminals and mobile interactivity to drive store footfall.

The terminals are intended as a way to attract consumers into the store. The free-standing units are equipped with a screen and keyboard, and shoppers can redeem prizes and discounts by entering PIN codes found on fliers distributed by staff.

Another purpose of the system is to monitor campaign effectiveness, as consumers can subscribe to Topman's e-CRM programme by entering their email address on screen.

Mobile alerts are also part of the strategy. By texting the service, participants receive a PIN code to redeem via the in-store terminals.

"Individual campaign analysis and evaluation of each activation point, be that pod, mobile and street teams promoting the campaign, has enabled a clear breakdown of redemptions, incremental sales and increased footfall in-store," said Topman CRM manager Janine Small.

"And this has enabled the e-CRM team to drive subscription rates up and to truly measure and evaluate the success of the campaign."

The chain launched the system earlier this summer in Belfast following trials in Sheffield in April. Stores in Leicester, Bristol, Edinburgh and White City will be rolling out the full service, while smaller branches will offer the mobile elements only.

Cross-platform digital marketing agency Jigsaw has provided the technology supporting the service.