Activation Commerciale

(Auteur : Arnaud Verchère)
C’est disponible auprès des clients britanniques de la boutique en ligne Asos. Cette fonctionnalité de recherche apporte une belle amélioration de l’UX quand on sait que la boutique propose plus de 85 000 produits…

Asos permet d’effectuer une recherche produit grâce la caméra du smartphone

Nous savons que c’est là où se trouvent nos clients et comment ils interagissent avec nous tous les jours, alors nous cherchons toujours des moyens où le mobile améliore leur expérience. – Andy Berks, directeur de produit numérique chez Asos.

Il sera désormais possible pour les clients Asos possédant l’application mobile sur iPhone et en Grande-Bretagne d’utiliser leur caméra du téléphone pour trouver la paire de chaussures aperçue dans un magazine ou, pourquoi pas, portéé par quelqu’un dans la rue. Pour les « serial shoppers » achetant sous la version Android de l’app, ils devraient bientôt voir la fonctionnalité arriver.

Comme la citation ci-dessus nous le confirme, Asos analyse l’ensemble des données récoltées et en fait bon usage. 70% des clients au Royaume-Uni passent en moyenne 80 minutes par mois sur l’application mobile. La caméra pour effectuer une recherche produit est un moyen de faciliter leur parcours client et permettre à ces derniers d’ajouter plus rapidement le-dit produit dans le panier et passer plus vite aux cross-selling ou ses autres recherches.

La technologie utilisée et nommée, Visual Search, a été conçue lors d’un de ces fameux hackathon avec différents partenaires spécialisés dans la tech. Les innovations ne vont s’arrêter là, car Asos souhaite prochainement améliorer son moteur de recherche avec un nouvel algorithme présenté comme une intelligence artificielle (mais mettons des pincettes sous cette dénomination). Comme nous pouvons le voir, la recherche produit est le cheval de bataille de Asos pour continuer à fidéliser ses clients et continuer sa croissance.

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(Author : Ben Sillitoe)
Mobile app downloads of the Asos mobile apps in China are exceeding the e-tailer’s expectations, in the first few weeks since launch.

Asos launches mobile apps for Chinese market

The online fashion house has unveiled mobile apps for the iPhone, iPad and Android operating systems in China, working alongside technology company Red Ant. The fully transactional apps have a hybris commerce platform and have Alipay integrated, while features include access to personal profiles, wish-lists and Chinese social sharing. Red Ant’s RetailOS mobile commerce accelerator is the technology used to support the apps.

Asos’s general manager for China, Daniel Jenks, commented: “Asos is dedicated to delivering the best possible experience to our customers in China, and the launch of our apps, backed by Red Ant’s expertise, is a significant step towards ensuring they receive a high-quality, mobile-first service which meets all of their needs in an increasingly sophisticated marketplace.”

“We’re delighted with the results so far and in the space of a few weeks, app downloads and sales have exceeded our expectations to form a substantial mix of our sales.”

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(Auteur : Sam Gopal)
Inspired by dating platform app Tinder, ASOS has launched a ‘New In’ app that lets you browse new products daily and swipe right to add items to your saved list.

ASOS Launches ‘New In’ App


Online fashion retailer ASOS has announced the launch of its app ‘New In’, allowing shoppers to browse around 2,500-4,500 new items that drop weekly. Taking lessons from mobile dating platform Tinder, ASOS shoppers will be able to sign in, select men or women and then swipe left to browse through the store’s latest arrivals to discover the latest trends on ASOS, with links directly to the shopping app or mobile site to buy.

Users can swipe right when they find something they love and it’s immediately added to their ASOS saved list – visible wherever, whenever and on whichever device they use to log into their ASOS account. The app also features a native share function so users can send newest finds by mail, message or social.

‘New In’ is set to launch in Australia this month and will roll out to key territories across the country at a later date. The app will be available from the App Store, on iOS and is free of charge. ASOS reportedly attracts around 88 million visits online per month.

The innovative app is designed to be fun, fast and inspiring, with up to 4,500 new items appearing in the daily feed every week enabling mobile users to view all inventory in one easy-to-use place.

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(Author : Katarzyna Romanowska)
Asos will be one of the first businesses to launch an app for the Apple Watch, chief executive Nick Robertson said last Wednesday. Apple Watch will go on sale in the UK this month, on April 24, and Asos hasn’t yet confirmed the release of its app, but Robertson said it was likely to be within two months.


Asos to launch an app for the Apple Watch


Robertson said the app will be used in the Apple Watch to send alerts relating to products and delivery. He also added, Asos will try to make the app as simple as possible. “Hypothetically it would also flash up product recommendations,” he added after having suggested the app could send notifications to the device when an Asos delivery is five minutes away. Although Asos will be one of the first retailers to launch an app on Apple Watch, Robertson admitted in the past he has underestimated the appeal of m-commerce. “I didn’t believe customers would want to shop 75,000 products on [a mobile], but they are and in increasing number,” he said.


Robertson said in the next years Asos will focus on investing in mobile technology, as it believes more and more cusers will be shopping on ‘phablet devices’ – a smart device smaller than tablets at around 6 inches, that can be used as a mobile phone. Robertson said he thinks his customers will all have notebooks and tablet devices, but will be carrying around larger mobile phones in their pockets – many of which will be connected to smartwatches. “I like that we can have different apps for different functions,” he said, talking about an app for shopping, as well as further applications for recommendations and inspirational content. “We have about two or three but some will come and some will go.”


Asos is also searching for new technological start-ups to solve business problems such as decreasing the number of returns it receives. To keep an eye on emerging technologies, the retailer has been running the Asos Ventures program for about a year. But Robertson said Asos Ventures is not a channel for the retailer to start investing in small companies, but mostly to learn about what is going on on the market. “There is lots of technology being developed that might not either be a threat or opportunity to us, but we need to listen to what is going on,” he said

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(Author : Katarzyna Romanowska)
A global online fashion retailer Asos, yesterday announced retail sales up by 14% as the company enjoyed a record Christmas trading period.


Asos to introduce zonal pricing

However, Asos’ profits decreased by 20% as it introduced competitive pricing to international markets and invested in its global distribution capacity, reports Internet Retailing.


Customers visited more frequently and spent more money, helping UK sales to grow by 27% in the first half of its financial year, compared to the same time last year. But international sales grew by only 5% in the six months to February 28. The fashion pureplay has looked to address those currency issues by introducing zonal pricing, which enables it to charge different, more competitive, prices in different parts of the world. Today it said profit margins had fallen by 230 base percentage points as a result. Asos’ pre-tax profits of £18m were down on the £20.1m reported at the same time last year.


Asos believes that profits will continue to grow in future. “With our continued investment in our international price competitiveness gaining traction, momentum in the business is building,”said Robertson. “This gives us confidence in the outlook for the second half and that full year profit and margin will be in line with expectations.”

Asos has grown significantly over the past years and now must put in place tactics in order to scale that prior success into future growth. Because ASOS is exposed to foreign currency fluctuations, it has to control how efficiently it can go to market.


ASOS is the most popular UK online retail site when it comes to having web content shared on Pinterest, the pin-board style social network. Images and pages from are being shared most frequently on Pinterest, with Amazon UK and John Lewis taking the second and third positions respectively. In its strategic country markets, including  the UK, the US, France, Germany, Spain, Italy, Australia, Russia and China, Asos operates through dedicated websites and in-country teams to offer locally-relevant products, payment methods, currencies and delivery options. Last year it has introduced its new click-and-collect service, ASOS Collect, working with Collect+ to allow customers to purchase their items online and have them delivered to localized Collect+ outlets. In January 2015, Asos has also teamed up with Boots the Chemist pharmacy chain to offer click and collect services in select UK locations. Asos sells own-label product lines as well as over 50,000 third-party brands and high street names such as Mango, French Connection and River Island.

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(Auteur : Anne-Sophie SAVENIER)
Asos lancera, d’ici la fin de l’année, la livraison en Points Relais en France. Plébiscitée par les Français pour des raisons pratiques, notamment la flexibilité des horaires, sa mise en place dans l’Hexagone est plus qu’ailleurs importante et pourrait générer de nouvelles ventes. 


asos livraison

En outre, selon Shaun McCabe, directeur international d’Asos, la mise en place des Points Relais est également stratégique pour le groupe: “Les Points Relais vont nous permettre de baisser nos coûts de livraison et nous réinvestirons ces gains dans notre développement. Le client est satisfait. Nous aussi. C’est un cercle vertueux pour tout le monde”.

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(Author : Lauren Johnson)
British online retailer ASOS is making a harder push into the United States market with a new application that lets consumers shop and access additional brand content.



ASOS’ mobile app pulls in 850 brands in addition to the retailer’s private line. The app includes many of the basic features that have become table stakes for retailers, such as cross-device log-ins and shopping cart editing features. “The rapid increase in mobile traffic means it’s important for brands to keep investing in and evolving their mobile offering,” said Matt Hiscock, senior vice president of ASOS U.S., New York. “Today’s shoppers are on multiple platforms, and it’s our responsibility to offer a seamless and engaging experience as they switch between devices,” he said. ASOS is an online fashion and beauty retailer that sells more than 60,000 branded and private label products.

Shop on mobile
Consumers can search within the ASOS app by tapping on a bar that stretches across the screen and they can also favorite products. The shopping cart pulls all items into a vertical list that consumers can quickly edit. Products can also be moved from a shopping cart to a saved section. The app leverages a log-in so that shopping carts and information are linked between Web and mobile. The app is available for iOS and Android devices. ASOS’ app is part of a bigger push to claim the U.S. market. The brand has also opened up a stateside warehouse to speed up shipping. Additionally, the retailer has launched its subscription-based Premier service, which gives members free two-day shipping, access to deals and collection previews and a magazine subscription for $19 per month.

Beyond on-device commerce

In addition to the mobile commerce functions, ASOS’ new app also incorporates some of ASOS’ other assets. For example, runway videos for each product are incorporated into the app and content can be shared across Twitter, Facebook, Pinterest and Google+. ASOS has been in the mobile space in Britain for quite some time. In 2011, the brand launched a commerce-enabled iOS app. A month earlier, ASOS launched an iPad magazine app that pulls together editorial and shopping content. ASOS will face significant competition in the U.S. market as an online retailer, many of which are already ahead of the curve with mobile. Gilt and Rue La La are only two examples of online retailers that have shifted their businesses to heavily rely on mobile with more sales coming through smartphones and tablets. At the same time, some of the less commerce-focused features in the ASOS app could push consumers to repeatedly use the app. ASOS has also carved out a group of fans outside of Britain, which will give the company traction within the U.S.

“We wanted to make the app reflective of our Web experience which offers a wide range of features, such as runway videos, to give shoppers as much insight into our products as possible before making a purchase,” Mr. Hiscock said.

Source : mobilecommercedaily

(Auteur : Isabelle Condou)
Le site anglais de prêt-à-porter Asos s’est associé avec le spécialiste de la logistique DPD pour lancer un nouveau service de livraison qui propose aux consommateurs d’être livrés très tôt le matin.


asos livraison

Les clients du site disposent désormais de cinq options de livraisons : livraison à l’endroit de leur choix, à un dépôt proche de leur domicile, livraison à un voisin, livraison avant 10h du matin ou livraison le samedi matin. Ils reçoivent alors un SMS la veille les prévenant de l’heure exacte de la livraison.

Le site Asos a depuis ses débuts, compris l’importance de proposer à ses clients le maximum de services en matière de livraison. Il y a quelques mois, il avait déjà collaboré avec DPD afin de lancer un service de suivi de livraison qui permet aux internautes de suivre leur colis avec une extrême précision et d’obtenir une créneau de livraison à 15 minutes près.

Nous cherchons en permanence des moyens d’améliorer l’expérience client et s’assurer que ces derniers recevront leurs colis le plus rapidement et le plus facilement possible est tout aussi primordial que de s’assurer qu’ils trouvent ce qu’ils veulent sur notre site“, affirme Marc Rogers, responsable de la livraison chez Asos. “Nous savons que beaucoup de clients peuvent s’arranger la veille s’ils savent exactement à quelle heure arrivera leur colis. Et comme nous avons conscience que les choses peuvent changer, nous leur permettons de choisir de changer leur mode de livraison jusqu’à 15 minutes avant celle-ci.

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Asos has joined forces with Google to launch real-time chat service ‘Helpouts’, giving people access to live styling advice from professionals – a first for a British retailer.



The aim of the site, which launches later today (16 December) is to further break down the barriers between customers and the Asos brand. The Drum understands people can book an appointment for a Helpout chat online with the retailer offering up to 50 hours per week from Monday to Friday between 9am and 9pm GMT. Each individual can book a 15 minute slot with one of the professionals for free. It’s understood the move marks the first time a British brand to use Google’s Helpouts and the first fashion retailer globally. The new advice service will be available from later today in the UK, America and Australia.

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(Auteur : Sophie  Chaudey)
Le site britannique de vente d’habillement lance, depuis le 1er novembre, un nouveau service à ses clients français. Baptisé Asos Premier, ce programme de fidélité, valable un an, est proposé au prix de 15 euros.  
Asos fidélité


Il donne accès à des livraisons express gratuites et illimitées sans minimum d’achat pour les commandes en France métropolitaine (Corse et Monaco compris), à l’ensemble des soldes et promotions en avant-première, à un abonnement au magazine de l’e-commerçant, et à une inscription automatique aux concours organisés par Asos (Asos le site).
Pour ce lancement, Asos s’est associé au service de musique Spotify. Les 200 premiers inscrits au programme Premier se verront offrir un abonnement Spotify Premium de 3 fois d’une valeur de 29,97 euros.

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