The 'Customer experience' offered

It is important for a transactional website to make the entire online shopping experience pleasant, easy and trustworthy. From the moment a customer visits the website to the point of after delivery of a puchase, the customer should be comfortable and at ease with the stages they have gone through. For most transactional websites there is a lot of background work to allow their system to run smoothly. This integrated system supports the customers from browsing to delivery. It is clear that with topshop.com there are many areas of customer care some examples are:

1. The ability to contact them
2. Advice on how to look after your purchases eg wash care
3. The size guide service
4. Good accessibilty and well thought out solutions for disabled users.
5. A 'HELP' section that uses a whole page of the website.

Here is a lower toolbar shown at the foot of the page:

By clicking on 'Contact us' the customer is taken to a page where they can send an email to the company. They are asked for personal details so topshop can contact them back:

This is also a way of leaving feedback for topshop to consider if there could be any improvements to be made suggested by the customers. One downside of contacing topshop is that there is not a contact number. Some customers may find this frustrating if they want an immeadiate respose to their query.

The help section is available through a link that is shown on every page throughout the website on the very top toolbar:

The customer is then taken to a page with help and advice for these five topics:

1. Your delivery
2. Delivery guide and costs
3. Payment
4. Returns
5. Refunds.

The customer experienced is enhanced by the fact there is easy navigation throughout the website.