Data Capture Methods

Capturing Customer Information:

With transactional websites there are many methods for capturing information from their customers. Topshop uses ‘overt’ methods, which means open methods of data collection so that the customer is aware that their personal information is being captured and saved. When way in which Topshop captures customers information overtly, is by asking them to register. The customer has to fill in an online form so that they can have an online account with Topshop. Here are some screen shots which show how a customer would register and the personal information they would have to give at that stage.

This page gives the customer the option to sign in with their account or register to create a new one.

At this stage all the information the website needs to capture is the full name, login name and password decision of the customer

Overt data capture is a good way of reassuring the customer that the only personal information Topshop will be capturing is the information they give themselves. This makes the customer trust the transactional website. There is some information that is taken with the customer being unaware, also known as ‘covert’ methods. However it is all for good reason, Topshop can log the customers computers IP address whenever they make a transaction. A reason for this type of data capture is to catch out people who may be using other peoples identity to pay for items on the website. The website can recognise unusual transactions which have taken place with an IP address very far away from the recognised registered one. The IP address cant be recognised if the user is not on the internet so this type of captured data cannot be accessed by Topshop at all times.

Topshop.com also overtly captures customer information when it comes to making a transaction. The customer needs to register their address and telephone information along with their method of payment details. This again is all collected via a protected online form, so the customer knows exactly what information they are giving to the company online.

Cookies:
Cookies are another way of collecting customer information. They put an individual code for that computer on the website which leaves a ‘cookie’ on the customers computer. This code creates statistics for the website to keep, with facts such as:
-The frequency of the customer visiting the website
-What pages within the website the customer looks at.
-The length of time the customer stays on the website for.
-What internet browser the customer uses.
-The search engine used to find Topshop.com.
-The words used in the search.

Here are the exact words of Topshop.com’s terms and conditions. This section of the terms and conditions explains the exact information they collect off the customer : “We ask for your name, telephone number, home address, email address and age for competitions, prize draws or newsletter sign ups. When a purchase is made on our site, in addition to the above, we also ask for delivery address, and payment method details. We may obtain information about your usage of our Web site to help us develop and improve it further.”