Competitive advantages #asos

• A very attractive product & services proposition:

Products:
- An appealing and wide range of products
- Very competitive prices (low and high quality clothes at reasonable prices)

Services:
- A very convenient services proposition (free delivery, free return, speed delivery (4 to 10 days)
- Creation of a market place to get the opportunity to the customers to sell their own items and creations.
- A fashion finder plateform to allow people to be aware of the new trends and the most popular outfits.

• An incontestable success online

- Asos is the  the most liked fashion retailer on facebook.
- Asos is the second more visited clothing retailer on the planet (after VANCL.com)

• An international network (fast growth of international selling thanks to the online model of ASOS.)

Nick Robertson, ASOS CEO : "Do what's right for the customers, not what's right for the business"

Segmentation #asos

The webiste clearly shows that ASOS segmentation is based on several criterias :

•  Socio demogrpahic criteria :

 # AGE

o   Twenty something (20-30 years old)

# GENDER

o   Men

o   Women

• Physical criterias:

#    Little women (Asos petite)

#    Curvaceous women (Asos curve)

#   Pregnant women (Asos maternity)

Asos stressed on the women segment which the more grooming segment.

Interaction capacities #asos

Asos is easily reachable on each social media. Responses are given in a one hour delay. Every thing is clear for the customers, they are really performant.

Here are the different pages to contact them:

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- Two facebook pages

• A worldwild official page
• A "here to help" page

- A page youtube

- Five twitter pages

• A worldwild official page
• A "here to help" page
• A Marketplace page
• A Discount page
• A career page

- An Instagram account    

- Three pinterest pages

- Three Google + pages:

• Asos.com
• Asos marketplace
• Asos Fashion Finder

- A tumblr blog 

We can also contact ASOS on there hotline, but that's clear that's they prefere being contacted by an online mean: Online tools and creation of social community is in the center of their CRM strategy.

Online Vs traditional tools #asos

Online tools:

In order to set up its customer retention, acquisition and re-engagement strategies, Asos made a partnership with the smartFOCUS software.

This platform will allow ASOS to maintain customer data and realise the value of customer information by profiling customers accurately. All this information will help ASOS to send an adapted content to the right customer and the platform also provide facilities and advice to build a strong CRM and Marketing strategy.

Online tools used by asos:

- A strong social media presence (Facebook, twitter, instagram...)

- Targeted Newletters

- E-mail with promotions

- Targeted banners on a lot of websites

- Mobile App

- Strong SEA & SEO strategies

The strong knowledge of the customer provided by smartFOCUS associated to the online tools used by ASOS allow to set up an intelligent and targeted CRM strategy.

Offline tools: 

- Sponsoring abroad (TV shows and charity events)
- Promotionnel events (win trips to fashion shows all over the world)
- Hot line to respond to customer issues

Obviously, an entire team is dedicated to manage the customer relationship management.

Some figures #asos

• Global sales increased of 40% last year (2013)

• International sales represent 63% of the total

• Selling over 65,000 branded and own- brand products

• A gross profit of £398 million (+41%)

source: http://www.asosplc.com/

Presentation of the company #asos

ASOS.com is one of the UK largest online-only fashion store, the company was founded in 2000 by Nick Robertson. Asos is targeting teenagers and Young adults, called the « 20-something ». They offer a wide variety of clothes and accessories including more than 850 brands.

Mission: sell cutting edge fashion from around the world on asos.com
Vision: To become the number 1 fashion destination for 20-somethings globally.