Rikke Thomsen Aug 16th, 10 Min. Sure, you might have a gut feeling, but nothing beats having concrete evidence that can help you build the best marketing strategy for your e-commerce store. Understanding the modern shopper is key if you want to survive in the competitive e-commerce market. You need to have an idea of what consumers expect and look for when shopping online, and adapt your e-commerce to not only meet but exceed those expectations.
Clearly, there are things you need to know about ASOS. What is it about its strategy that means the OG of trend-led e-commerce still has room to grow, in an increasingly crowded marketplace?
Sorry, that would be too easy. Newness drives the business. And the retailer is among the first in the industry to break those trends. Take the color yellow, which is on its way to booting millennial pink off trend top-spot. ASOS began increasing its stock of the shade dramatically in May, introducing more than twice as many new products as in April The rest of the UK market still lags on this trend.
We expect to see this ramp up in the following months, but ASOS are already in prime position to take the win. At any cost Trend even takes a precedent over price. Instead, ASOS opts to have stand-out product, at any cost within reason.
On branded goods, ASOS frequently buy into a higher range of pricing than the brands stock on their own sites. ASOS wants the best, most unusual product.
One way it differentiates its assortment is by working directly with brands to produce product with its own consumer in mind. And prices on those exclusives skew higher than the rest of the assortment. Own-brand blue and black denim for women and men.
Tommy Hilfiger tees and shirts for men Birkenstocks, Nike and Converse footwear Bras — strapless and styles which run in larger cup sizes Simple own-brand shirts and blouses in white, navy and black Lace occasionwear dresses Items from ASOS Curve and Maternity lines 4.
The retailer even introduces new branded product directly into the outlet section. Outside of outlet, discounting is mostly promotional, with key dates in June and December sales as well as driven by email discount codes. Given the strong emphasis on trend and the approach to discounting, ASOS may want to reassess this.
Menswear accounts for ASOS is aware that its menswear customer shops differently to its womenswear customer. With petite, tall, plus size and maternity lines, along with premium and reworked vintage, ASOS manages to greatly extend its consumer reach.
A third of the assortment is own-brand, with the majority of own-brand falling under the ASOS main collection. As the branded strategy has focused on unique product over price point, the private-label business gives ASOS the space to be price competitive.Below is a list of case studies taken from the Strategy section of Business Case Studies.
Choose your sub topic from the list of arrowed links below the Strategy heading. asos. com case studies and information Business Case Studies study shows how ASOS.
com uses the product life cycle to ensure its product portfolio continues to meet the needs of its customers nbsp; The product life cycle and online fashion – Business Case Studies. com is the UK 39;s market leader in online fashion retailing. It offers own. Apache Server at ph-vs.com Port Once upon a time, e-commerce sites were limited to giants of the ’90s—Amazon, Flowers, eBay, and all things e-commerce from the Bob Saget and this Windows 95 Guide era.
Now, with so many. When we first started building websites to try to earn additional side income to our then corporate jobs, we always found it inspiring and encouraging to read e-commerce examples and case studies..
Trying to build a business is not easy and quite frankly, downright discouraging a lot of times during the early days. Case Study ASOS eCommerce fulfilment strategy and implementation. Share this Case Study. Connect with us on LinkedIn; Follow us on Twitter; growing a business from start-up to £m annual sales in 12 months.
Will is a graduate of the University of Oxford with a starred first in Engineering, Economics and Management and is based in London.