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Asos lays out plans, reveals operational details

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As we reported in April, Asos reported a 104% increase in sales in its preliminary results for its year to end March 2009. Now the final results have been published, providing in-depth information on both its current trading and its future plans.

Key highlights include:

  • The number of active customers is up 68% year on year to 1.2 million at the end of May 2009

  • International sales are up 303% to £32.2m

  • Asos has had a positive start to the current year with sales for the 13 weeks to 26 June 2009 up 52% year on year

  • Average basket size was £59.50, up from £53 the year before

  • Returns remained stable at 26% of sales, by value

International accounted for 19.5% of sales, up from 10% in 2007/08, says Asos. “Sterling’s weakness, particularly against the US Dollar and the Euro, has assisted with this growth as has an increase in marketing activity in Northern Europe and the US. During the year we increased the number of countries that we ship to from 34 to 58. Our top five performing countries outside the UK were Ireland, Denmark, Sweden, France and the US.”

In the future, Asos says it will “continue to add to the number of countries that we ship to, we will introduce flat rate shipping charges and we will increase our digital marketing activity. Ultimately we will introduce stand alone, country specific, Asos sites.”

Also on the cards are new shipping options. “Following considerable investment in new warehouse and carrier management systems, we will shortly be introducing a number of new service propositions,” says Asos. “Our next day delivery service will be extended allowing customers to place orders up to 6:00pm. This includes a Saturday delivery for orders placed on a Friday. We will also be introducing a super saver option and premium ‘same day’ service within London. Today, approximately 85% of our orders are trackable.”

“During the next 12 months we plan to continue our investment in systems (focusing on merchandise management and stock planning) and will further develop our website systems in preparation for our international expansion,” the retailer adds.

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