Activation Commerciale

(Auteur : 
Online fashion giant Asos is boosting its payment options with a new service which lets customers try any of its 85,000 products at home and pay only for what they want to keep.

Asos launches Try Before You Buy service in the UK

The service has been launched in partnership with leading payments provider Klarna and is expected to boost customers’ spending on the site. Asos’ new Try Before You Buy service has been already implementing Germany, Austria, Sweden, Finland and Norway, delivering ‘successful’ results.

Nicola Thompson, Global Trading Director at Asos said: “We are constantly looking for new ways to improve the Asos experience for our 15.4 million customers around the world. We know people love the option of paying later only for the things they keep, and are excited to introduce this for customers shopping on our app in the UK.”

To select the option, customers must be 18 years of age and have a mobile number, email and UK residential address. A 30-day period will be given before customers are asked to complete the payment online.

The launch of Try Before You Buy comes just weeks after the online company unveiled Style Match – visual search functionality ; Asos Instant – same day delivery for London customers; and Asos make up – part of the newly relaunched Face + Body category.

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(Autore: pambianconews)
Asos lancia Asos Instant, il nuovo servizio che consente di ricevere quanto ordinato sull’e-commerce in giornata.


Il servizio è disponibile, al momento, solo per gli abitanti di Londra, con l’obiettivo, nei prossimi mesi, di espandere la disponibilità anche in altre città in Uk. Il servizio ha un costo di 12,95 sterline e, ordinando entro le 10 del mattino da domenica a venerdì, il pacco arriverà tra le 18 e le 22 del giorno stesso.

“Asos ha una storia d’innovazione che comprende l’uso della tecnologia, le nostre impostazioni sui trend e i servizi di prim’ordine per quanto riguarda spedizioni e servizi offerti ai nostri clienti”, ha detto Matt Rogers, delivery solutions and returns director di Asos. “Siamo molto contenti dell’introduzione di Asos Instant e continueremo a esplorare nuove opzioni che aggiungano comodità e possibilità di scelta ai clienti”.

Asos va così incontro alle esigenze del consumatore inglese che, secondo una ricerca di Imrg e MetaPack, ricerca sempre più la tempestività nei tempi di consegna. Sempre a Londra, non a caso, Matchesfashion, il retailer da 204 milioni di sterline di ricavi nel 2016 (+61%) e recentemente acquisito da Apax Partners, ha introdotto il sevizio di consegna in 90 minuti.


(Author : Sarah Ahssen)
Asos has seriously disrupted UK fashion retail in recent years and now it’s hoping to do the same with beauty. The British fashion e-tailer is set to launch its very first own-brand beauty collection, called Asos Make-Up.

Asos launches own-brand beauty label

Available from the middle of this month, the fairly extensive collection will include 46 products, including liquid lipsticks, contouring palettes, shimmering eyeshadows and bronzers. Pricing is set at a budget level and will match Asos’s overall price positioning: from £5/€6.99 for a lip pencil to £12/€16.99 for an eyeshadow palette.

The company’s publicity material for the line said the launch is “about embracing and expressing the full range of who you are,” and helping “20-somethings to confidently be themselves, however they choose to do so.” “We believe your face and body are a canvas, an adventure in individual self-expression, an opportunity to experiment and play,” it said.

It’s not the company’s first foray into beauty, of course. Asos currently stocks labels including Cowshed, Baxter of California, Korres and L’Oréal Men Expert. But the new move comes after the company amalgamated its women’s beauty team and men’s grooming buying teams and decided to get really serious about beauty. The category had always been a strong performer but had also taken a black seat to the firm’s core fashion offer.

The gender-blending approach taken at buying team level will also be reflected on the site as the Asos Beauty section is renamed Asos Face + Body to coincide with the launch.

Asos, with its giant customer base, has a ready-made audience for its new offer, which comes packaged with its target Millennial customer in mind. Outer packaging is in popular pale pink decorated with an eye graphic for a whimsical touch.

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(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