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ASOS
Accessorising mailings for ASOS
ASOS is a global online fashion and beauty retailer and offers over 50,000 branded and own label product lines across womenswear, menswear, footwear, accessories, jewellery and beauty. Aimed at fashion forward twenty somethings globally, ASOS attracts 18.5 million unique visitors a month and have 7million registered users and 4million active customers from 191 countries.
The challenge
As a market-leading brand, ASOS required experts to deliver and implement insight and strategies to maximise revenue from their customer mailing programme, while delivering the exceptional service they’re renowned for. The programme allows other advertisers to utilise the ASOS magazine mailings to deliver relevant communications.
The response
We began by conducting an in-depth review of the existing data management programme. This identified key unique selling points including segmentation selections to the magazine mailings, so that advertisers could specifically target the older market if required.
The results
- We created one of the first third party programmes to enclose selectively: this now makes up 25% of ASOS’ total annual revenue
- ASOS was the first established carrier of samples in the UK, and is now the leading carrier
- ASOS exceeded their budgeted annual revenue within just nine months
Customer comments:
Response One has been working with ASOS for almost 2 years now and grown the insert business dramatically. They have a brilliant understanding of ASOS, which is important both for revenue growth and strategically taking our business forward.
The team is always willing to discuss new ideas, consider wider business options and evolve the offering. They are enthusiastic and fun to work with and we look forward to continuing our relationship with them into the coming years.
Gemma Frostick,
ASOS Commercial Marketing Manager
www.asos.com
