ASOS aimed primarily at fashion forward 16-34 year olds, ASOS.com attracts over 5.4 million unique visitors a month and has 2.4 million registered users.
ASOS each category has its own homepage — so in essence there are 6 homepages.
Each looks like their paper catalogue, with headlines to attract the
fashion-hungry customer, e.g. ‘We love jumpsuits’. This headline links to a
sub-category called jumpsuits that only contain jumpsuits. Not trousers. Not
‘no products found’. The customer only sees completely relevant products. Where
the headline does not link to a category — Trend Alert: 80s Bright for example
— they’ve created a magazine-like landing page that shows relevant items. No
throwing the customer to a product page for a pair of orange leggings and
expecting them to find the rest themselves.
The category pages persist — if I am a man shopping in the Men category and I
leave the site, I am automatically returned to the Men homepage on my next
visit. They haven’t messed with the bits that needed to stay familiar and
reassuring — the product page layouts and the checkout process look the same.
ASOS have their own page on Face book and twitter where people can be a member
of their group and also can find out about their latest fashion, the new
product they bring in. They also have their own catalogue on the website people
can see and send the link to their friends, this is a good way of marketing
because they can get more and more customers every day.
Fantastic...PRINT! Ignore my previous comment re doing 4 examples of IM at ASOS!
Posted by: ebitnow.com | 01/18/2010 at 07:09 AM