Asos reports online sales up 30%
Submitted by sarah on January 19, 2010 – 2:17 pm2 Comments
Online fashion retailer Asos has reported an increase in sales of nearly a third for the Christmas and New Year shopping period.
Sales were up 30% year on year for the five weeks to 3 January and were up 42% year on year for the 42 weeks to 17 January. The retailer now has 1.5 million active customers, up 25% on a year ago.
“I am pleased to report another excellent Christmas for Asos,” says Nick Robertson, the etailer’s chief executive. “Sales and margin were both strong and we exited the Christmas period with a clean stock position. We continue to trade in line with the board’s expectation and remain confident for the outcome for the full year.”
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It is no surprise to see Asos have recorded an increase in sales during the Christmas period as they pay more attention to the actual interaction and feed the needs of their online customer base by utilising a ‘magalogue’ style website.
Many successful mail order businesses have learned the value of sending their customers material that is part magazine and part catalogue, often referred to as ‘magalogues’. It is only by embracing such a style, which includes news, trends and ever-changing ‘hot buy’ items, that retailers will provoke the consumer interest and loyalty required to increase online footfall and generate rapid revenue growth.
Fashion websites Net-a-Porter and Asos have online businesses that are larger, faster growing and more profitable than almost any other clothing and footwear supplier and yet they have no history of mail order or a large store estate to help them build a customer base.
One distinguishing characteristic of these businesses is that they have built websites that are enjoyable to browse and are constantly refreshed with new content –recognising that their customers are looking for something more. In comparison, the majority of websites follow accepted, utilitarian guidelines to streamline the user experience, minimise clicks and deliver a fast, no-frills service.
If retailers are to attract the online footfall required to drive additional revenue, the website needs to become a ‘must visit’ destination. With modern, purpose-built tools, retailers can create the innovative, up-to-date and compelling content that will allow them to properly engage with their customers.
Not as impressive as they try to make it sound!