GROUP 5

ASOS CASE STUDY

1. What are the attributes and needs of ASOS millennial customers?

- Internet-savy

- Young customers who expect a unique online experience to shop for inspirations and

engage in personal conversations with fashion communities anytime and anywhere.

- These fashion-lovers are avid shoppers

- Like diverse fashion/ trendy

- Cheap and free shipping

- Recommendation

- Individualism/ online fame

- Services/ feeling special

2. Value proposition to its millennial customers?

- Offers the 20-something trendy clothing and accessories with reasonable prices

- Great customer service and free shipping

- There are about 50,000 products at ASOS websites, with an average of 1800 new

products added per week.

- Represented a wide range of small boutiques

- ASOS offers a full range of prices as the fashion destination that suits every

fashionista’s budget

- Engage online offline

- Have hashtag
 - ASOS blog

- Have young staff

- ASOS digital

3. Map out of a typical ASOS customer’s experience journey, highlighting the key

touch points. Discuss ASOS’s strategy in meeting the customer’s needs at these

touch points.

- Pre-purchasing  Comparison  Purchase  Reception  Post experience

- Strategy: link the focus group who share the same fashion interest  find their

favorite items to match with their clothes (Reception, Post Experience)

- Comparison & Pre-purchasing: irresistible prices and one stop fashion

- Purchase, comparison: delivering convenience at zero cost

- Serving specific customer segment and occasion: Comparison

- Combining editorial and E-commerce: Purchase, comparison

- Apply social commerce: Reception and Post Experience

- Engage offline and online customer: Reception, Post Experience

4. Apply the simplified model of conducting social commerce (as shown in Figure 3

below) to ASOS listing (a) the process of “engagement”, “collaboration”,

“information gathering”, and (b) “social analysis” leading to some e-commerce

strategies and social media strategies that will make the evolving millennial

customers buy more and more often.

E- Commerce Consumers Ecommerce

E-marketing Friends Strategies and Social media

Social Media Partners Strategies

  Engaging customers both online and offline:

- Let customers communicated and shared their favorite outfits and fashion style.

- Evolving regularly convening millennial focus groups to uncover new insights for

fashion innovations.

 Collaboration:

- Collaborate with: collaborate with Collect Plus to deliver merchandise to customers.

- Information gathering: they gather the information from fashion lovers, celebrities

and media.

- Social analysis: Its social media page are focused on the trendy clothes from

celebrities that match with customer’s expectation.