NEW MEDIA - Top Shop site set to offer CDs in link with Universal

Top Shop/Top Man, the Arcadia-owned fashion store chain, is

revamping its web site to support a tie-up with Universal Music.

Customers will be able to visit the site to create a customised CD of

dance music from Universal artists. Consumers who visit the ’Off the

Wall’ section of the site will be able to create a CD of ten tracks for

pounds 9.99.

The tie-up with Universal is designed to build awareness of the site

among a target audience of 15- to 24-year-olds, who are fans of dance

music. Arcadia also hopes to use the scheme to test interest in

customised CDs.

Top Shop/Top Man’s marketing consultancy, Cube, put together the

Universal link-up along with music promotions company Razorcuts.

The web site also includes a database-building element for Arcadia and

Universal Music. Consumers will be invited to answer several profiling

questions before they compile the CD. Online credit-card orders will be

handled by Razorcuts, with CDs delivered within 48 hours.

The promotion runs until January 30 and will be supported by a press

campaign and leaflets in 40 UK stores.

The site is www.tops.co.uk.

This article was first published on Marketing