Topshop collaborates with Uber and Mini Cooper to drive consumers in-store

topshopTopshop/Topman Australia has vowed to continue its “innovative” approach to marketing as it prepares to collaborate with Uber and Mini Cooper to drive customers into its Sydney store and provide them with a “real shopping experience”.

Managing director Sonia Bettega said online retailing, while continuing to rise, will never replace the experience of visiting bricks and mortar stores, something Topshop is keen to encourage by thinking “outside normal fashion retail marketing”.

She revealed the British retailer would also be expanding its Australian footprint with the opening of a second Sydney store in Miranda at the end of March.

uber-logoUnder the promotion, which kicks off tomorrow and runs over the weekend, Uber drivers will give consumers a free ride to the Topshop store in Sydney’s CBD by downloading the Uber app and entering the code “Topshopmini”. On arrival at the store they will receive a VIP personal styling session and a $50 gift card.

“We are trying to think differently from usual fashion retail marketing. So much retail is now online but we wanted to take people back to the traditional retail experience and give them a real experience in-store,” Bettega said. 

“Online is a reality but it will never replace the experience that people have in a store where you can touch and feel the product. Nothing is going to replace that.” Bettega said. “You can achieve much stronger brand loyalty from giving people an experience.”

She described Uber as being “in the moment” which will resonate with customers, while Mini Cooper – first used by Topshop for the opening of its Emporium store in Melbourne –  was a “great brand fit”.

“Topshop is iconically English, as is the Mini,” Bettega said. “Everyone is talking about Uber. They have collaborated with some great brands already but this is the first fashion collaboration for them.”

Steve Jones


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