Aims and Objectives of ASOS are:
Objective - To become the leading
fashion website in the UK and attract growing numbers of overseas customers. ASOS
have 3 smaller aims which they have set for their business that will help them
achieve their objective.
Aims - Uncompromising Presentation, Incredible Choice and Delivering Impeccable
Service.
At the moment in the top 10, ASOS are the second most visited online website
after Next who currently are first, and they own 5.13% of the market. ASOS are
in twelfth place in the top 50 UK shopping websites.
Uncompromising Presentation - ASOS believe that their website is their
shop window and they must continue to develop it to ensure that their customers
will enjoy their time on the website and that they don't face any problems
finding their way around. To make sure this happens ASOS maintain their website
well and try to keep everything very simple so it’s easier for their customers
browsing through it. The ASOS website received a complete overhaul in March
2009 and they introduced a number of new things. This includes, new navigation
features to enable quick and easy browsing of the extended product ranges, 360
degree view of all shoes and accessories and lastly, they introduced catwalk
for menswear and for ASOS outlet. Another change they made which makes things
easier is that they allow their customers to shop by brand so they don't have
to look through everything if they want something that is a specific brand.
This then saves a lot of time as the customer would be shown products that they
have searched for.
Incredible Choice - ASOS offer their customers the latest fashion with a
target of over 30,000 options for the Autumn/Winter season. The products will
be of their own label as well as branded products. ASOS have over 100 branded
products available to all the customers. These include beauty and accessories
products as well as clothes. This gives the customer a variety of products to
choose from.
Delivering Impeccable Service - ASOS try and give their customers as many
delivery options they can, and they still are trying to increase them. ASOS
want their customers to be happy with the service they are providing and wish
that their goods reach the customer who purchased them as soon as possible,
because once they are pleased with the type of service they provide customers
are more likely to return to them again and make more purchases. ASOS provide
their customers with many different kinds of delivery methods and services.
This includes, next day delivery, standard delivery promise which is 2-3 days,
Saturday delivery, nominate your own day of delivery and weekend orders are
delivered on Monday. The impeccable service they provide is that they send
email and text alerts to inform customers of their deliveries, 85% of the
orders made are trackable, customers care is available 24/7 and that next day
delivery cut off time is 6pm so if customers don't get the package before that
time they know it wont arrive today rather than waiting for it all day. ASOS
are still trying to improve their delivery service and they are doing this by
extending their next day delivery service and by allowing customers to place
orders up to 6pm. This then includes a Saturday delivery for orders placed on
Friday. They will also be introducing a super saver option and same day service
within London.
Internet marketing allows ASOS to achieve their set objectives. For example,
their first aim is to deliver uncompromising presentation to their customers,
and the way internet marketing can help them to meet this aim is by giving them
a wide range of ways they can have their website designed and maintained so
that they are successful in impressing their customers by delivering uncompromising
presentation to them. Also ASOS must have employed specialist people who know exactly
what to do to make a website perfect enough to meet their first aim. Their second
aim is to offer their customers incredible choice and internet marketing can be
used for this to happen. For example, ASOS can allow their customers to play
and pause catwalk videos that they have available on their website for customers
to watch so that they can see what the product looks like once someone’s
wearing it. This is done by using internet marketing and showing customers what
a wide range of products ASOS have to offer them with. Their last aim it to
deliver impeccable service. This can also be done with the help of internet marketing.
For instance ASOS allow their customers to choose the type of delivery they
want and at what day. Also with the help of internet marketing ASOS are working
harder to improve their delivery service making it much more better, improved
and enhanced for their customers.