Just as I published my last post about Customer Journey to Purchase, there was a series of stories the next day covering the soaring success of UK online store asos in Australia. Now I’ll readily admit I’ve bought frequently from the site and keep browsing at least a few times each week. Asos ticks off most boxes in the BigCommerce infographic on customer journey but must also be commended on its online marketing strategy.
I believe the online retail sites have just filled in a gap albeit superbly that existed because of the complacency of the traditional retailers. Large bricks and mortar department stores have been charging us exorbitant prices for garments manufactured in Asia evident from the still attached tags. Shopping centre and store experience here is world class but in-store choice and size tends to be limited. I’ve often found myself shopping for new business shirts but confronted with a homogeneous selection of either light solids or checks and a sinking feeling I’m going to be in a meeting with someone else wearing the exact shirt.
Asos draws users in to browse with its frequent discount sales but also ensures return visits and stickiness due to the large and constantly updated catalogs and interactive shopping experience. When I short list an item, I can watch a video, see a short gallery of images and look for a custom size eg waist 32″ with regular leg length size. Today technology allows a shopper to research and buy across multiple sessions and devices as revealed in numerous multi-screen studies, unrestricted by real world hurdles like parking, store timings and commute time. As a digital marketer I think they’re doing a great job in using best practice paid search, email marketing and retargeting the last one a tactic barely used in this country. Ten minutes after I searched for leather jackets it was retargeting with a relevant selection on another website.
While Asos may not be to everyone’s fashion taste, it’s success is a clear indicator that there are unmet needs locally and local businesses can gain a lot by studying its strengths.