ASOS is the largest fashion retailer in the UK, but recently this most young people loved online shopping is experiencing slowing sales growth, as shares plunge. However, this blog is to investigate the technology in ASOS to improve customer experience and use of data analytics to pay long-term dividends.
ASOS has multiple Twitter accounts, which offer trend updates, customer support and offers for multiple countries.
Tweeting multiple times throughout the day, ASOS use a combination of outfit ideas with images included as well as discounts and offers exclusively to Twitter followers. It is important to offer followers unique content which they don’t receive on other channels. This is a strategy adopted by a number of brands as it means marketing messages and consumer engagement don’t get mixed up with responses to angry customers.The main account is hugely active, responding to hundreds of @mentions each day, mainly from customers who are excited about a recent purchase. It’s a terrific way of building a relationship with customers and improving brand loyalty, and is really just a new form of post-sales customer care.
Regarding customer care, the ‘Here to Help’ account takes the same strategy as many other retailers in that all queries are dealt with via direct message and a follow up call or email from customer services.
Reference
Patricia, Mc (2014). Will digital make or break ASOS. Online: http://digitalmarketinginstitute.com/uk/blog/analysing-asos-digital-strategy/. [Accessed on 30th April 2015].
David, M (2012). How ASOS uses Facebook, Twitter, Pinterest and Google+. Online: https://econsultancy.com/blog/62038-how-asos-uses-facebook-twitter-pinterest-and-google/. [Accessed on 30th April 2015].