ASOS
ASOS really has become one of Britain’s all time loved sites, with over 19 million social media followers and 13 million active customers! But the real question is what’s good about their website? This blog is here to deliver all the secrets of why it is visited by so many!
ASOS compete in the fashion and clothing industry and offer over 850 brands for consumers to chose from, allowing them to really explore their own personal fashion and trends. ASOS PLC, (2018) promote ‘‘Empowering 20-somethings to look, feel and be their best so they can achieve amazing things’. With ASOS only being an online only company, it is essential they keep their website performing to high standards as ‘87% of 25-34 year old’s are shopping online’ (Adegeest, 2017). Their goal is to attract young consumers looking to explore fashion through their website.
The ASOS website is interactive, trendy, easy to navigate and extremely colourful and vibrant. There are clear and detailed sections to categorise what consumers want to buy, making it an easy customer buying journey. They have clear details about delivery, returns and customer service which is the goal when buying online right? A quick and easy process with no hassle. According to Horan (2016), the sign of a bad functioning website is ‘lack of content, bad website design and navigation not being straightforward’.
Clear Navigation:
Good website design:
Customer Journey
A typical customer of ASOS would be a young professional or a student – male or female, buying through a laptop or mobile phone. This is due to ASOS’s main target market being ’20 something’ (ASOS PLC, 2018). ASOS like to be ahead of their game by offering student discount to cater to their younger generation of shoppers who are typically searching to find their own sense of style, (Or something that they can get cheaply!), because who doesn’t love a discount right?
Customer Personas
Digital Touch Points
Roberts, (2018) outlined the key touch points for customer journeys, suggesting companies need to know ‘a communication strategy which builds a conversation with your customers’. The key digital touch points for a young professional persona would be their website, social media, their phone and delivery for convenience and ease of buying. Their customer journey may start from looking at products through social media on their phone, leading them on to their website. For students, it would also website and social media but they be focused on competition for better prices, looking at competitors website to ensure they are getting the best deal.
This is another great blog to understanding the customer Journey – Click here.
(Agius, 2018)
Competitor Analysis
BOOHOO are a competitor of ASOS as they only operate online with a similar target market. Their strengths are how visual it is, it allows customer to see exactly what is new, what is on sale and what different brands are being sold. They have a lot of call for actions which easily allows customers to click on their chosen products. ASOS do include visuals also on their website but could explore this more on their actual clothing, rather than just on the landing page. Boohoo are very good at providing content such as colour options, materials and sizes available through images on their website, ASOS do not present this as well. However, ASOS offer much more option in terms of style and brands, therefore; has the ability to be presented better. They both provide touch points such as next day delivery, customer service and social media. 
MISGUIDED are another competitor of ASOS offering fashion brands. They have many similar touch points such as social media, delivery and customer service. Their website offers similar attributes to BOOHOO and ASOS but a key touchpoint is their blog offering content to their users. This is a useful tool to include on their website to interact with customers and offer inspiration on new trends. This is something that ASOS could include and make a key feature to entice new customers to explore better content (Horan, 2016). It places ASOS at a disadvantage to Missguided as this lack of personal communication with customers can make customers feel disconnected to the brand.
References
Adegeest, D. (2017). UK Online Shopping Behaviour Revealed. Fashion United.
Agius, A. (2018). How to Create an Effective Customer Journey Map [Examples + Template]. [online] Blog.hubspot.com. Available at: https://blog.hubspot.com/service/customer-journey-map [Accessed 13 Dec. 2018].
Asosplc (2018). ASOS Story. [online] Available at: https://www.asosplc.com/asos-story [Accessed 20 Nov. 2018].
Horan, E. (2016). [online] Available at: https://www.epagecity.com/blog/6-signs-of-a-lousy-website [Accessed 13 Dec. 2018].
Roberts, J. (2018). Mapping your Customer Journey across touchpoints: Examples and techniques.
