“Online-only retailers have caused
a revolution in the supply-chain business, pushing up
standards in order to keep customers coming back.” - Nick Robertson, ASOS.com, CEO
As ASOS does not run a brick and
mortar location, the entire success of the organization relies on the
successful fulfillment of orders. This
is centered upon effective SCM, supply chain management. ASOS produces
merchandise on five continents and ships goods to customers located across the
globe. In order to maintain successful
Customer Relationship Management, ASOS must run an effective and efficient
supply chain. All merchandise is stored
in ASOS’ distribution center, located in a warehouse in Yorkshire town that is
the size of 6 football fields. ASOS has
recently hired the supply chain specialists Allport to manage their
international supply chain and logistics, as well as beginning to utilize the
company’s LIMA software. This aids in
CPFR, as it increases visibility and cooperation across ASOS’ international
supply chain.
ASOS has created brand awareness on
a global scale, and must be prepared to fulfill orders placed from countries
throughout the world. As they target a youthful customer with a limited budget,
it is crucial to offer free shipping and returns on a global scale. ASOS is acutely aware of its customers' behaviors and attitudes, acknowledging that the extra cost of shipping will
deter many customers from purchasing merchandise. In addition, the site offers free returns, to
ease the hesitation consumers may have towards not being able to try on items
at a physical location.
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