Characteristics of the Site

Addressability and Memory:

When users click on to the ASOS site, they are immediately redirected to the site that corresponds to their geographic location, providing them with accurate pricing and sizing based on their region.  When an ASOS member clicks onto the site, they are immediately addressed by name and logged into their personal account.  In addition to this, the site utilizes its customer database to present shoppers with personalized ads that address their individual needs.  One example of this is seen through the promotion of a student discount, appearing after logging onto the site.

Interactivity:

The ASOS site creates an interactive experience for its customers in numerous ways.

The runway views of the looks, featured with every garment, not only add an interactive element to the site, but also allow consumers to visualize how the garment looks on a moving body.  As ASOS exists solely online, this essential feature enables shoppers to interact with the merchandise through the web.

OUTFITS & LOOKS

The ASOS site features an "Outfits and Looks" tab, curating an assortment of the latest trends for customers to shop.  Viewers can click through the featured fashions and be brought directly to the item page, allowing them to view the product details as well as purchase the item.  

 

MEMBER CREATED LOOKS
ASOS creates an online community of its users, allowing them to not only interact with the merchandise on the site, but also with each other.  Members create unique fashion looks and mood boards which can be viewed by other community members.  Viewers can click on all items featured in the looks to be brought directly to that item page.  There is also a live community feed, which updates, in real time, items that members are posting to their looks or adding to their favorites.  This promotes interaction between ASOS customers, allowing them to be inspired and influenced by the ASOS community.

CONTROL:

ASOS lets the consumer control how they want to shop for merchandise, browsing through entire product categories, shopping curated fashion edits, or going directly to their desired item.  Merchandise can be refined by nearly every aspect of the garment including size, price, color, style, etc.  This level of control is even extended to ASOS’ mobile platform, as the customer is still able to narrow down their search based on many variables via their preferred mobile device.

ACCESSIBIITY:

Information regarding privacy and cookies, terms and conditions, corporate social responsibility, and the history of the company is readily available on the site.  ASOS is proactive in their goal to prevent fraudulent activities on their site, providing shoppers with technical, administrative, and physical security. Listed under the site’s terms and conditions, ASOS states that legal action may be taken against any visitor that participates or facilitates fraudulent activities.  Additionally, ASOS is secured by Comodo, which guarantees the highest level of security during online transactions. 

Digitalization:  

 As ASOS exists solely online, it utilizes the technological aspects of the site, such as its quick download speeds and connectivity, to give the retailer a competitive edge.  In fact, Compete.com lists ASOS as first among its list of top competitors online.  As online consumers become increasingly impatient, slow download times can cause consumers to click away from a page, thus resulting in a missed sale.  It is essential for ASOS to avoid issues such as this, as the site is the only method for consumers to purchase from the retailer.  In addition to this, ASOS provides extremely clear images of their merchandise, enabling shoppers to zoom to see product details.  Video footage of products is provided as well, to give the customer a more accurate idea of how the products will look.  As consumers lack the option to go into the store to try on a garment, they must rely on what the site presents to them to decide if they will purchase an item.  ASOS has ensured that consumers can visualize the merchandise as well as possible without physically seeing or touching an item in person.

The digitalization of the ASOS mobile platform was lacking, as download speeds were slow and the images lacked the clarity presented on the site.