How Does ASOS Use Internet Marketing?

ASOS (As Seen On Screen) is the UK's largest online-only fashion and beauty store. ASOS has over 19,400 branded products and also includes with their own label products. This online based organisation is aimed primarily at fashion forward 16-34 year old and is rapidly becoming the markets leader in the UK online fashion world. ASOS.com attracts over 5.4 million unique visitors a month and has 2.4 million registered users.

 

 
ASOS's Stratergy (aims and objectives)

1: OverView - Our objective is to be the leading fashion website in the UK and attract growing numbers of overseas customers. A key element of our financial strategy is to maximise efficiency while continuing to invest in supporting our planned growth.

2: Uncompromising Presentation – The ASOS website is our shop window and we will continue to develop it to ensure that our customers enjoy their time on the site and find it easy to find their way around it.

3: Incredible Choice – We will offer our customers the latest fashion with a target of over 30,000 options for the Autumn/Winter season. This will be driven through both own label and branded products.

4: Delivering Impeccable Service – We will increase the number of delivery options available to our customers.

ASOS.com uses Internet Marketing in many ways in which they sell their products. their approach towards this are in ways through social networking such as facebook profiles, twitters. ASOS also uses previous customer information (email/home addresses) that they use to log in and buy items to send them information about their new products and get them interested.

Facebook allows ASOS to attract more customers towards their online fashion world. As customers can view their profile including pictures, prices etc. Also other people that do not have ASOS's profile on their facebook can view to see what they have in store from friends profile which gives ASOS a wider range of customers. It also lets them have one to one conversation with customers regarding their products etc which helps them improve on their customers performance. Also on their website foreach of the product cusotmers can share the product through facebook or twitter as ASOS has provided a a hyperlick button to do so. for example a button is labelled 'SHARE/BOOKMARK (with a facebook icon)' etc.ASOS is on 'MySpace', 'Facebook', Twitter', 'Bebo' and more...

ASOS provides a linked page on the website to where it leads to a 'Forum' here regular and new customers can add coments to the product and service they recieve or can add coments to ASOS for further products to be in stock. It is always being updated for example one coment made by a customer was 'Extra Petite' and ASOS had replied on the same day 'Ta muchly for the feedback - I'll be sending it onto our buyers as they're always keen to hear what our ASOS-ers think, and always looking for ways to improve the site and the range we offer...' this is another way of attracting more customers and getting them involved with the business making the organisation and the customer happy. This enables ASOS to have a better understanding of their cusotmers and improve on their business as they go along. The Forum also includes 'Poll', 'Most Popular' etc. ASOS.com is open 24hr & 7 days a week which helps them stay on track with customer care giving them an advantage to more promotion.

Shopping online can be hard to choose a product not knowing how it will look 'appropriate' as most online businesses JUST provides a view of the product through an image. ASOS has taken it further for the customers and provided them with a video of the product. This visual tool including pictures helps promote the product more effectively.

Also ASOS cleverly markets more products when searching just one. Meaning if I wanted to check out a dress and clicked on my chosen one, auotmatically a page will apear with the image, details of the product, video etc and also including other products that will 'match' the product I have picked. With a complete look including shoes, bangles, purse etc and also showing what other cutomers brought which is encouraging for the customer viewing the product to buy the suggested product by ASOS.

Their other promotive support they use is incorporating a 360 view to their product. This is better than any ordinary marketing as it gives a 3D view to the whole product. Influencing consumers to feel the greatness of the product and convincing them to purchase the item. Its not forced promotion but a clever way to enhance the product for people to buy. ASOS provides a free return if the customer is not satisfied with the end product.

ASOS is well ahead of internet marketing as they also include an online catalogue which they update and email this to as many consumers. Also sending through post using previous customer details to do so. They too send posted catalogues to customers that are signed on to an account. Sending out new and updated catalogues with new and exclusive offers strenghtens ASOS marketing stratergy as this method is very powerful and builds up customer awareness and captures their interest. It is also formulating customer to feel appreciative towards ASOS for remembering to send them information to their latest fashion, online sale, etc.

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