Lessons from Asos’s Strategy Update

As British online fashion retailer Asos moves closer to reaching its goal of becoming the world’s top fashion destination for 20-somethings, other businesses are looking to follow their example. After all, with half-year results showing a 38 percent rise in retail sales over the same time last year and a 54 percent rise on an international level, there is clearly a lot to learn from their strategy.


One big part of Asos’s strategy is a strong focus on enhancing delivery and returns. It has now extended free returns to countries as far afield as New Zealand and Hong Kong, while Australian customers have been given the ability to change their delivery option while their order is in transit. Twenty-two European markets have been given the option of using DHL for next-day delivery, while standard delivery times in the UK have been deduced from four to three days. They’ve also rolled out their Click and Collect service to all Doddle stores.

Social and Mobile

With a target audience of 20-somethings, creating emotionally engaging experiences and content is driving its social strategy. Asos prides itself on being early adopters of new formats like Instagram Live, Snapchat lenses, Facebook Canvas and shoppable Instagram stories. They are now getting more than 100,000 views per video on average. They’ve also rolled out a new mobile checkout across all of their digital channels to provide a seamless checkout experience. Seventy percent of their total traffic now comes from mobile devices.


Big investments in technology saw Asos rolling out an entirely new digital platform ahead of Black Friday that is reliable, fast and flexible. Able to handle their peak trading period, when 33 orders were placed per second, the new platform delivered vast improvements to the checkout process. Moving forward, fulfillment software will give Asos more control over the stock pools related to their individual country sites and help improve their delivery offerings, while new payment methods and languages are going to be added. Asos is also looking into how artificial intelligence and machine learning could enhance its offerings even further.

This blog post was based off of an article from Internet Retailing. View the original here.

join the supply chain geek network