ASOS: A Spotlight On Service
As the e-commerce channel grows, consumers are becoming demanding with regards to delivery options and customer service. ASOS has already instigated new processes and initiatives, such as free delivery for UK customers and same day delivery. In its examination of ASOS’ approach, this brief will focuses on ASOS strong client fulfilment and customer service proposition.
Features and benefits
- Uncover some of ASOS’ policies on delivery methods, times, charges, returns and customer communication to formulate ideas for your own company.
- Consider how ASOS interacts with shoppers to pre-empt and resolve problems through its customer care team via its website, email, and Twitter.
- Understand the range of delivery destinations and options that ASOS offers its customers to realize the potential of your own online proposition.
- Understand more about ASOS’ customer delivery strategy and its current partnerships with logistics companies in order to better pitch to the retailer.
- Assess ASOS’ rapid expansion since 2000 and how its investments in technology and logistics with a new distribution center, will aid further growth.
In June 2011, ASOS announced plans to launch dedicated transactional websites for Australia, Spain and Italy in its 2011/12 financial year. It also confirmed it is looking at opportunities in China, where it is set to partner with a local operator. ASOS has said that contribution from the market is only likely to make up around 7.0%.
ASOS offers delivery to 240 international destinations, with all (bar the Marshall Islands) receiving standard deliveries which are free, and selected destinations able to receive express deliveries. For standard deliveries, orders arrive after a minimum of 6 days for destinations such as Sweden, while longer distance deliveries arrive in 15 days.
ASOS' customer care team can view real-time tracking information for parcels and the software flags up to the team if something is likely to delay the order. Prior to using MetaPack, ASOS was reliant on its carriers systems to track orders which was inefficient and resulted in a more reactive approach to customer queries.
Your key questions answered
- What customer service strategies does ASOS have that make it such a success and which components should you consider for your business?
- How many countries does ASOS deliver to and at what cost to the consumer? Do its international delivery options differ to those available in the UK?
- Which fulfilment companies does ASOS partner with to run its logistics and provide its range of delivery options such as next day delivery?
- What is ASOS’ customer returns proposition? How does ASOS' returns collection service work and what is the cost to consumers?
- How does ASOS choose to interact with consumers and how quickly does its customer care team respond to queries?
Table of contents
ASOS leads the way with a formidable customer service proposition
STRATEGIC ACTION POINTS INSPIRED BY ASOS
ASOS's strategy demonstrates initiatives that other online retailers should consider
Ensure customer queries can be resolved in a timely manner
Make customer emails feel personal and easy to read
Communicate with customers at key points in the delivery process
Ensure the delivery process is seamless with options for every eventuality
Ensure consumers can return products with ease to ensure repeat custom
DRIVERS BEHIND THE STRATEGY
Competition in the online clothing market intensifies
Consumers require convenience from online retailers to suit their lifestyles
Consumers believe there are barriers to online shopping
Delivery charges act as a barrier to e-commerce for selected consumers
Perceived difficulty in returning unwanted goods prevents consumers from shopping online
Some consumers are still concerned about paying online
STRATEGY IN FOCUS
ASOS's international presence has increased significantly in the last three years
Although the UK remains its core market, ASOS has shifted its focus to become a global e-retailer
ASOS's delivery options are much more extensive in its domestic market
ASOS provides its UK customers with a range of five delivery options
ASOS offers customers two international delivery options
ASOS is introducing a click-and-collect service in conjunction with high street retailers
ASOS offers a premier delivery service for subscribers
ASOS offers UK customers free returns along with a collection service
Customer service and query handling are central to ASOS's proposition
Emailed customer queries are responded to within four to six hours
ASOS uses social media to broadcast updates and to receive customer queries
ASOS is continuously improving its logistics function to achieve growth
ASOS has had to move its distribution center to increase capacity
ASOS enlists the assistance of a number of partners to carry out its logistics operations
RETAILER PROFILE: ASOS
Some basic facts about ASOS
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By company: ASOS Plc