How ASOS implements marketing strategy
With changes in technological advancement the development of social media has brought up a new form of marketing. The many young adults venturing in the social media for recreation, companies have resulted to using social media as a way of attracting customers to their websites to show case their products.
Some companies have switched to online global stores having no physical store and working on the delivery concept.
This reports shows an example of a global online store and the methods it uses as a means of marketing strategy within the various social plat forms. In our case we will discuss ASOS a company with its roots in the UK and how it has used social media and its own website to expand.
ASOS is an online fashion and beauty store based in Britain, the online store targets young adults. The company sells more than 850 brands and a range of accessories and clothing. The company is a global retailer that has incorporated the online platform as a base of its operations. The store offers from men's wear, accessories, jewelry, footwear a well as beauty products it has websites that target the Australia, UK, USA, Germany, France, Russia, Spain, China and Italy.
The companies head offices are located in Camden town as of 2013 their fulfilment center was in Barnsley where they provide employment to over 3,000 people. The customer care division can be found in Hertfordshire.
The company was established on 3rd june 2000 founded by Quentin Griffiths and Nick Robertson. The words ASOS initially meant AsSeenOnScreen. The company got admission to the AIM (alternative investment market) in 2001 at the London Stock Exchange. During the final quarter the year 2010 ASOS launched three international stores in Germany, france, as well as the US and in September 2011 the stores launched three additional sites in Italy, Australia, Italy and also Spain.
Refers to an organizational strategy which brings together all its marketing goals to a single comprehensive plan. The best marketing strategy is drawn from a thorough market research and focuses on the correct product mix in order to attain the maximum profit as well keep the business going, in the market plan the marketing strategy is usually the foundation.
In other words a marketing strategy model allows a business or organization to focus on the limited resources on available opportunities with an aim of increasing the sales and hence attain a competitive edge.
Marketing strategies are a high level rules that are aimed at directing the market operations, a company's marketing strategy is the way it ensures maximum impact within a limited budget.
Social media marketing
This is form of marketing that utilizes social networking sites as a form of marketing tool. The aim of social media marketing is to develop content which the users share within the social media increasing brand exposure creating a broader customer reach.
SMM helps the company in obtaining direct feedback while creating a good impression for the company. the interactive aspects of social media allows the customers an opportunity to make queries and air their complaints in real time the interactive system is usually referred to as social customer relationship management.
With raise in social platforms such as LinkedIn, myspace , twitter, facebook the companies opted to join in and take advantage of the internet to market and promote their products.
Asos which is a global beauty and fashion store has become among the largest growing online fashion retailer in the UK. From its launch on June 2000 and trading over 65,000 products with three mixes namely, local global and own label brands now they are currently offering shipping to over 230 countries attracting over 29.5 m users monthly. The company has local websites for US, UK, Germany, Italy, Australia , China and Russia.
To begin with, the ASOS bears a website that is designed to optimize their customers experience, they have an endless list of handy tools as well as features that they offer. There videos of models cat walking as they dress in items that the company sells.
ASOS targets young adults so the company knows if it will remain a trend setter and retain its influence then its market needs to be fresh and innovative to remain appealing to its clientele. As a result of the market pressure due to competition ASOS have devised marketing on social network to their advantage. Their strategy is discussed below.
ASOS has a facebook fan page that has over 4 million likes, the page is used in product promotions, sales as well as ranges the page is also used to direct traffic to their blog which contains articles in the online magazine. The pages involve posting of visuals and is updated daily with 2 to 3 pictures including weekends. The updates which seem to be most appealing to the fans or followers are those which involve celebrities. Updates that involve the fans or are competitive in nature are also known to attract a lot of response. At times they run campaigns asking fans to tag themselves on photos while dressed in ASOS purchases with a chance of being featured in their website or gallery.
Uploaded photos by ASOS customers are added on the facebook album showcasing all the current entries, this is a particularly efficient technique in marketing since it builds good relationships with the customers by respecting their taste and preferences at the same time they showcase the items available for purchase on ASOS.com.
In case of enquiries or requesting for further information the customers need only to contact ASOS directly on the page, a customer attendant is always ready to clarify the customer's queries.
ASOS in twitter unlike on facebook are exceptionally active and combine the use of multiple accounts that are intended to cater for the different market and preferences. The main account usually responds to hundreds of tweets from customers who may have been excited due to a recent purchase. This helps in building the brand loyalty and serves as a post-sale follow up. At the moment ASOS has taken a stride to try out the new twitter incorporated app known as Vine app and launched a campaign hashtag #ASOSUnbox. The online store is also offering prizes to consumers posting their clips of themselves either unpacking clothes under the new tag. Updates that generate highest attention from followers are mostly the ones that customers associate themselves with, a good example is the hilarious GIFs on lazy weekends as well as easy to apply tips in fashion, this updates generate over 100 likes and a number of retweets.
The place to find the company on insatagram is just by searching ASOS HQ, the account has been given a personal touch compared to facebook and tweeter. The method used in instagram is in accordance to what is trending from piggy-backing to posting selfies as well as photos for their food, mostly the posts comprise of snaps of the staffs coffee breaks, breakfast culminating to the stylist of the day from ASOS. This ensures the brand remains in the people mind and leaves an impression that people can relate with. By seeing other people dress or use ASOS products new customers are incited to use the same products from ASOS.
The hashtags are often used to maximize discovery while searching though it is not that necessary since they have over 3,000 followers. It appears at times that the intention behind the instagram account is more of building relationship with fans rather than market their product. As of December 2014, ASOS came up with the ASOS advent calendar, this was acompeteion with price being handed out on a daily basis until the Christmas day. All the followers were asked to do was post the festive pictures followed by the hashtag #instaadvent. Despite the fact that associating ASOS with the hash tag #instaadvent is not easy to relate the campaign offered an opportunity for ASOS to cement loyalty within its customers.
ASOS has a marketing policy of free delivery and returns which has distinguished the brand from other rival competitors, the company has a belief that that this form of investment is essential in developing its brands placing it at the front of its competitors particularly those based on the British streets.
Customer engagement management
At the end of 2013 ASOS had over 7.1 m active users as active customers on the ASOS website as compared to the 5m users in 2012, the company implements country specific website for Italy, Spain, Russia, Germany, France, Australia, USA. The customers assissing the site over their mobile phones contribute to over 30% of the websites global traffic, this are official figures taken from the company's website.
ASOS has created a number of platforms that allows customers to interact with each other and discuss on trending topics on fashion the platforms include,
Marketplace: the marketplace platform allows customers to sell and buy products with anyone anywhere globally, the customers on this platform can in over 120,000 products coming from over 130 countries. The sellers in this section could be wardrobe recyclers all the through to emerging vintage designers who start up and run Boutiques and are eager to grow their business, the market place selling app was launched in September 2013. The app simplified the customer interactions sellers who achieve enough success are usually featured on the official ASOS site as it happened with The WhitePepper brand.
Fashion Finder, by implementing fashion finder customers and business can show off their ideas there are no restrictions and even another retailer can also show case his or her products the website has his specific section which receives over 1.3 m visits on a monthly basis. Anyone who logs in to this section can browse for styles as well as outfits they have created, they can also request for practical fashion advice and shop conveniently from third party retailers. The company rises interest through competitions that ASOS launches in collaboration with other brands or retailers. Editorial conte