Customer Journeys in ASOS and WH Smith Companies

Customer Journey 1
CUSTOMER JOURNEYS IN ASOS AND WH SMITH COMPANIES
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Customer Journey 2
Introduction
Customer journey is a way of trying to understand various ways through which customers
behave once they visit a website. It is therefore o truck down of a customer’s step by step
behavior in a business website. ASOS is an online platform that sells latest fashion clothes. It’s
aimed at young people and more than 800 brands are sold locally and more than 180 shipped to
other countries. WH Smith is also an online store that sells stationary and entertainment
materials. it was founded in the late 1780s and has been the first retail seller worldwide. The two
companies are suitable due to the fact that ASOS is more than two centuries younger than WH
Smith hence the impact of technology can easily be felt.
Comparison between ASOS and W H Smith companies
ASOS has been a very successful online business because it gives its customers the best and
what they exactly want. This is achieved through retailers who constantly report higher sales
than the store itself. Customer experiences have been constantly improved technologically due to
building up pressure from customers to the retailers (Daily Mail 2018 P. 77). This pressure has
been constructive since development of easily usable mobile applications have been developed
an aspect that has led to a remarkable increase of online shoppers and customers. The
functionality of ASOS website is ranked the top worldwide to its navigation and purchase which
is exceptionally strategized for customer ease to use. Its digital experience is very high because
its search box is clutter free (MarketLine Company Profile: ASOS plc, 2018 P. 57). This means
it has no distractions that can hampers functional ability across all digital related devices. The
behavior of customers is tracked down to narrow down their continuously and unanimously

Customer Journey 3
growing search range. This is achieved by saving each and every search history that has been
keyed in by their customers.
ASOS has also developed excellent ways of guiding their shoppers through their site both those
who use phones and those who use desktop computers. According to McDonald and Wilson
2016, a wide range of categories has been developed and specified such that a customer does not
struggle to look for information. On landing on the pages, one is able to easily identify what they
are looking for with prices, images and short tutorial videos attached so as to attract customers to
make orders and purchases. Shoppers are mostly interested with the ability to narrow down into
details of what they want to purchase. For instance a customer is able to know the brand, the
color and the size of a particular clothe they want to buy (Joanna 2019, P. 34) Since ASOS is
linked to producers of each and every latest fashion, their customers are always able to get any
trending fashion in the market.
On the contrary
W H Smith has a wide range of products ranging from magazines, stationary, books, cards,
newspapers and CDs. These products have contributed to the company’s difficulty in
maintaining inventory and have also led to complication of the companies brand image (WH
Smith PLC 2019 P10-18). The company hence is forced to pay attention to a few products which
they have more shares and neglect products of lower value and shares. The company’s location
remains streets and major train stations which pose a difficulty of piling products in the stores.
The wide range of products poses a difficulty in displaying the products for customers to choose.
This has significantly brought down the business due inability to market a single product. The
company also allocates too little amount of money on advertisement an aspect that has continued