ASOS are UK’s largest online store; it was launched in 2000 by Nick
Robertson. There head quarters are situated in London, UK. They have 270
employees working for them, and are making revenue of £81,044,000 with a net
income of £7,311,000. ASOS stands for “As Seen on Screen” They only operate
from online only, so you won’t find ASOS’s products and goods elsewhere. They are
specialised for selling affordable fashion clothes and accessories worn by
celebrities. ASOS have many of their own brands such as ASOS Outlet which are
products of the previous season that are sold at a discount of 75% off. They
also have Little ASOS, which has everything for babies up to 24 months and
girls and boys aged 2 to 6. This collection was recently launched in mid
February 2009. Another one of their collection is still to be launched in the
second half of the year 2009, and will be called ASOS Marketplace. This will
allow customers to sell their own clothes and accessories on the ASOS website,
whether it’s just them recycling unwanted belongings, or trying to earn some
extra cash ASOS will except it all.
ASOS use the internet to advertise their products to their customers,
and they do this through their own website. ASOS have designed their website
well which makes it easier for their customers when they are browsing through
it and it is all done using the internet. For example, when a user on their
website clicks on a product they want to see, automatically a cat walk will
start playing which allows them to have a closer look at it. They can also stop
and pause the video whenever they like. This gives the customer a better view
of the product as they can see all the different angels of it, so it increases
the chances of them purchasing the product as they know exactly what it is like
so they won't find any faults in the way it looks once it arrives. ASOS are on
Twitter as well as Facebook and they allow their customers to join them by
going on to their website, this is another use of internet marketing. Through
this ASOS will keep their customers updated about any new products they have in
stock. Customers will also be able to find out as much information they want to
and give their own opinion, just by joining them on Facebook or Twitter. ASOS
also sends emails to their customers keeping them up to date about everything
that’s happening also informing them about any new products. Once ASOS have sent
the email off, the receiver can forward the email to anyone in their contact
list informing more and more people about ASOS, this will then be promoting
their business as well as their products. Another technique of internet
marketing is the PDF magazine. This is the online catalogue that ASOS have
available on their website for customers to browse through which is over 100
pages long. This is a very good way of using the internet to promote your
business because it's something new and different which will attract a lot of
new customers. ASOS have done this well because they allow their customers to
zoom in and out of pages so that they can have a closer look at the products,
and they also give information about certain products and about anything that’s
on discount or sale. The PDF magazine is produced well by ASOS as it is
available in two different sections, one for women and the other for men. This
is useful because if the person wanting to look at the magazine online is a
woman, she can just look at the catalogue that focuses on women wear. Customers
can also make a request for the catalogue and receive it through their post. On
their website ASOS have a banner that’s positioned at the top of the webpage
which keeps on changing from one things to the other and is another use of
internet marketing because its advertising other businesses, and the user can
click onto the banner to find out more about the business or product that’s
being advertised. Overall, ASOS use internet marketing in several different
ways to promote their business and their products to customers.