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How online retailer ASOS provides a stellar customer experience

By Tracy Issel, General Manager, Worldwide Retail, Consumer Goods, Hospitality & Transport, Microsoft on June 21, 2017

Filed under Retail & Consumer Goods

UK online retailer ASOS is a leader in fast fashion

The world of fashion retail is rapidly transforming. While the fast-fashion segment has been outpacing traditional clothing retailers for years, its speed—even for fast fashion—is moving into hyperdrive, with products brought from design to sale in as little as a week.

Those experiencing the most growth is a new crop of online fast-fashion retailers, according to Fung Global Retail & Technology—proving highly adept at rapidly responding to consumers’ increasing demands for immediacy and constant newness.

One such leader is UK-based, online fashion retailer ASOS.

So how does ASOS, marketing to consumers in their twenties, achieve more than 25 percent revenue growth year after year, win multiple awards, and expand worldwide?

While the easy answer is to offer great products and services, that’s only part of the story. To become a leading digital fashion destination with more than 13.4 million customers and a devoted following on Facebook, Twitter, and Instagram, you need to be more than a top-notch retailer. You also need to provide young, tech-savvy consumers with innovative apps and fresh content day after day.

To keep up with global growth and deliver the best possible online experience, ASOS transformed its e-commerce platform to run in the cloud on Microsoft Azure.

With its new agility and fast performance, they doubled sales and handled up to 33 orders per second during Black Friday and Cyber Monday, and are now delivering a more personalized, experience.

“In a world where we have 85,000 products on the site and 4,500 products going live each week, we need to make sure that the right subset of those products is in front of our consumers,” says Bob Strudwick, Chief Technology Officer at ASOS. “Now, the products and content will be more relevant to you as a shopper.”

The rapidly growing company has also accelerated development of innovative mobile apps and features to quickly target new markets and stay on top of consumer and technology trends. Providing those relevant new features is easier and faster with microservices in a cloud environment. Future plans also include using support for conversational commerce and deeper integration of the company’s e-commerce platform with social media.

I am thrilled for ASOS and its success in using Microsoft technology to enhance its customer experience and adapt and grow in the fast-changing fashion industry. You can learn more about their digital transformation story in this new case study, and hear from ASOS below.

LinkedIn: Tracy Issel

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