ASOS, a men’s and women’s clothing retailer, is well-known for its cutting-edge designs and trends. Aside from its customer-centric slogans, ASOS is known for its acronym, “AsSeenOnScreen.” Is there a key to ASOS’s UK online success after only two decades in business? Let’s get this party started.
When the UK experienced its first shutdown slightly more than a year ago, ASOS had a market capitalization of £1.049 billion. After a year, the figure had risen to £8.138 billion ($10.4 billion).
Despite being one of the most economically depressed years of the previous century, ASOS had above-average sales and a market capitalization close to the record highs of 2018. What can we glean from Amazon’s current eCommerce expansion, and how did they achieve it?
ASOS was founded on June 3, 2000. They had a vision for the company’s founders, British entrepreneur and arctic explorer Andrew Regan and British entrepreneur and investor Quentin Griffiths. They founded ASOS, the UK’s largest independent online clothing retailer.
ASOS’s success can be attributed in part to its pricing strategy. To begin with, the goal was to provide products seen on television at a lower cost to consumers. In other words, the firm’s initial name was ‘As Seen on Screen.’ ASOS was born because this was too large to fit on a clothing label. In any case, not a fashion-focused eCommerce store.
First and foremost, sell.
Perfect timing, my friend! ASOS did not begin as a fashion retailer. It was a pestle and mortar that first appeared on the market. Following the successful shipment of clothing, ASOS entered the eCommerce fashion market.
The company promotes itself as such with the tagline “Global fashion destination for 20-somethings, ASOS exists to offer you the confidence to be whatever you want to be.” The most popular product categories are women’s apparel and men’s face and grooming products.
Average consumer purchasing habits
To understand these larger patterns, we must first understand what is causing them. It is critical to concentrate on individuals and how their lives will change in 2020.
The pandemic’s fear and uncertainty caused by the pandemic affected everyone, but practical considerations drove the first shift in consumer behaviour. Initially, lockdown regulations required everyone on the planet, except for the most critical personnel, to remain at home.
Many people could no longer walk into a store to buy something, so they turned to the internet. Online businesses recognized this trend early and adapted their offerings to meet customer demand. As ASOS and other online retailers predicted, this one customer movement influenced every other element here.
They are buying products from a computer or mobile device.
Before the epidemic, the primary reason for the success of internet shopping was the purchase of non-essential items that had to be shipped. Customers who were sceptical about online shopping were given more reasons to try it last year.
Deliveroo and other meal delivery apps primarily promote their fast food offerings. It seemed logical; after all, keeping existing customers within the most popular product line is more cost-effective.
Deliveroo now offers groceries and other necessities from Sainsbury’s, Morrison’s, and Waitrose due to these collaborations. Consumers who had been hesitant to shop online now had a compelling reason to enter their credit card information and place an order.
Businesses benefited from this arrangement in a mutually beneficial way as well. Grocery stores may use online sales to compensate for declining in-store traffic.
The ability to incorporate a brand’s identity into a product or service.
As a result, new customers became more at ease with online shopping for items they indeed required. They would soon broaden their search to include additional options.
Customers between the ages of 16 and 34 who mainly lived in the United Kingdom and were considered middle-class were well-served by ASOS’s clothing options. Topshop, Topman, Miss Selfridge, and HIIT were all purchased by the retail behemoth for £265 million the previous year.
As a result, their online store is the only place you can find these products. The way ASOS explained this massive outlay to investors is particularly telling. Even though all four brands were seamless additions to their existing inventory, the United States and Germany had a far stronger foothold. Outside of the United Kingdom, the company’s revenues will account for half its total in 2020.
Everything revolves around the customer.
ASOS describes itself as a global online community of fashion enthusiasts. Its customer-first policies and targeted marketing prioritise client involvement and interactions. ASOS, on the other hand, developed a loyal customer base.
Products are easier to use as a result of this customer-centric approach. Customers should easily buy, ship, and track their purchases on the company’s website. Regarding UI improvements, ASOS polls its customers regularly to find out what they want to see. This strategy also includes multi-channel shopping. ASOS created a fantastic mobile app after discovering customers wanted to shop on their mobile devices.
ASOS prioritises technology around the clock.
Since 2016, ASOS CEO Nick Beighton has prioritised technological innovation. During that year, the corporation’s operating resources increased by 25% to £659 million, while technology increased by 28% to £24.5 million—visual and voice search, as well as artificial intelligence (AI).
What made the ASOS web store such a global E-commerce powerhouse?
Customer loyalty is based on the ability to shop without stress. ASOS provides its customers with free international shipping and returns. In addition, the company focuses on distribution efficiency, eCommerce localization, and a global online sales plan to help it grow globally.