See how ASOS ticks all the boxes for eCommerce success (2023)

See how ASOS ticks all the boxes for eCommerce success (1)

The ecommerce business has been booming during the pandemic and brands in this space are now scrambling to ensure they maintain that lead in the post-pandemic world. The big question is whether the novelty of being able to return to physical stores will compensate for the price and convenience of online shopping.

Some brands were already taking the online world by storm before e-commerce was even a word. Jeff Bezos sold books out of his garage, and a small clothing brand made celebrity fashion accessible through online sales. Founded in London, UK,ASOS- standing forAs seen on screen– may have started out selling cheaper versions of red carpet outfits, but the brand has since become a major original fashion retailer in its own right.

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ASOS has achieved its continued success by putting customer satisfaction first and ensuring that all of its e-commerce innovations are built around that goal.

Customer satisfaction

Recent YouGov Surveyshowed that ASOS made significant gains in several key areas related to customer satisfaction.

The retailer's impression score, which tracks whether its customers have a positive or negative opinion of the brand, doubled in the first half of 2021, from 5.5 to 11.4. This final score is only a fraction lower than the maximum score recorded in February of 13.8. Additionally, ASOS reputation scores, which ask customers to rate on a scale whether they would be proud or ashamed to work for the brand, also doubled over the same period, from 3.1 to 6.7.

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Historically, clothing retail has been quite resilient to high street decline, as shopping for fashion is often a very tactile experience, with shoppers preferring to see, feel, and perhaps most importantly try on clothes. However, with the pandemic taking that option off the table, ASOS saw its value-for-money score jump from 7.7 to 11.2 and recommendation ratings jump from 5.5 to 10.1.

"Looking beyond the people who have purchased from the brand, there is evidence that more people plan to do so in the future," he said.YouGov🇧🇷 “Consideration scores increased from 11.1 to 14.9, while purchase intent, which asks consumers which brands they are likely to buy in the future, increased from 4.8 to 8.1. They are satisfied with what they get from ASOS.

The secret of success

At this point, you may be wondering how ASOS managed to sustain this momentum for so long. Well, the brand achieves its success by focusing on the basics and being very, very good at it.

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A visit to the ASOS web store will tell you about this the moment you land. The portal is incredibly clean and uncluttered and is incredibly simple and intuitive to navigate. Dropdown menus and extensive filtering options give customers easy access to the products they're interested in and remove the barriers between seeing the perfect part and buying it.

The ASOS search bar also goes a step further by adding a style blending tool to the process. When searching for something on ASOS, shoppers can enter the keywordstyle matching, at which point customers have the option to upload a photo of themselves. Once you've done that, ASOS' powerful AI and pattern recognition technology will go to work and suggest products it thinks are right for them, along with a style match percentage rating.

ASOS also helps customers make better purchasing decisions, not only by having high-quality, professional images of their products, but also by providing videos. Video catalog pages help customers see an item in motion and from all angles and significantly simplify the process of deciding if the product is for them.

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The entire philosophy of ASOS is to provide a great customer experience while removing the barriers between seeing that perfect piece of clothing or accessory and making a purchase. Difficult to use websites and excessively long checkout processes are two of the main causes of abandoned shopping carts and ASOS does a brilliant job of tackling these two challenges together.

final thoughts

Ecommerce brands looking to boost their own customer satisfaction scores would do well to follow the lead established by ASOS. As one of the most experienced players in the ecommerce game, ASOS has been serving the ecommerce space for a long time and it absolutely shows in the way they conduct themselves online.

Customer satisfaction will become a hot topic ineTail Europa 2022, which will take place in April at the Queen Elizabeth II Conference Centre, London, UK.

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