Introduction
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.
Highlights
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?
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- OVERVIEW
- Summary
- STRATEGY OVERVIEW
- 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
- Proposition
- Financials
- APPENDIX
- Methodology
- Further reading
- Ask the analyst
- Global Retail FreeView
- Verdict consulting
- Disclaimer
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