ASOS Case Study: Digital Technologies, Service Provision, & Innovation

This case study examines ASOS's use of digital technologies, particularly social media marketing, and evaluates its current service provisions. The analysis includes an overview of the company, its reliance on platforms like Facebook and YouTube for traffic, and a critical assessment of services such as free delivery and returns/refunds. The study identifies pros and cons of these services, such as increased customer acquisition versus higher business costs and potential misuse of return policies. Based on these findings, the case study recommends strategies for ASOS to reduce product return rates, including quality control measures and video verification for returns. The conclusion emphasizes the importance of digital technologies in online business promotion and the need for effective customer service provisions.

Digital Technologies
Title Case Study

Table of Contents
INTRODUCTION ..........................................................................................................................2
MAIN BODY...................................................................................................................................2
Overview of the company...........................................................................................................2
Evaluation of the current service provisions of ASOS...............................................................3
Recommendations.......................................................................................................................4
CONCLUSION ...............................................................................................................................5
REFERNCES:..................................................................................................................................6
Books and Journals:....................................................................................................................6
Online sources.............................................................................................................................6

INTRODUCTION
Digital marketing became an essential part of many businesses especially the online
business who are greatly depend on the online popularity of their business (Ersoz, Savas, and
Senel, 2020). Digital marketing include various methods to advertise the products and services
with the help of digital means like email, social media and many more. ASOS is an online
fashion brand who earn their popularity with the help of social media marketing. This report is
going to contain various statics related to the social media of ASOS and helps to analyse and
critically evaluate the current service provisions in the company. On the basis of
MAIN BODY
Overview of the company
ASOS plc is a retailer of cosmetic and fashion products with the help of their websites. The
company was established their business in 2000 with an aim to target young adults of the
population. The full form of ASOS is As Seen On Screen and provide the products and designs
to their customers that the customers watch in films and TV. In order to promote their company,
ASOS use various social media websites like twitter, Instagram, Facebook and many more.
According to latest statics the company has attract a lot of traffic to their website among which
they receive most of their traffic is with the help of Facebook as approximately 41.84% of the
total credit is received from Facebook. The 29.24% has been received with the help of youtube
whereas approx 7% from Pinterest (Meseguer-Martinez, Popa, and Soto-Acosta, 2020). The
contribution of various social media in ASOS can be explained with the help of below given
chart. (Distribution of social traffic to Asos.com, by social network, 2021)

Apart from this the services that are provide by the company also helps ASIS to attract their
customers and make their loyal customers in the global market. The current services provision of
ASOS are evaluated below to identify their values in the company.
Evaluation of the current service provisions of ASOS
There so many services that are provided by ASOS to their customers in order to build their trust
on the company (Novitz, 2020). These are the essential services as it helps the company to get
more customers. The current provisions of services inn ASOS are given below;
Free Delivery: ASOS has a provision to provide free delivery to their customers who are
shopping with the company more than a set amount for free delivery. For example in Australia,
the ASOS company has a provision to provide the free delivery option to their customers above
the order of $40 and below this amount the company charge a delivery fees of $5 with their
customers. This type of provisions are provided by the company in different locations according
to the cost of shipping in that country.
Pros
 It helps the company to increase their customer base and enhance their profitability.
 It is a good strategy to attract customers and gain competitive advantage in this high
competition especially in online business.
Cons
 It increases the cost of business as delivery charge is borne by company in case of free
delivery to the customers.

 The Free delivery sometimes also increase return of products from the customers as in
order top reach at the level of free delivery sometimes customers order unnecessary
products.
Returns and refunds: Return and refund are the after sale services that is provided by an online
store in order to provide the trust to the customers like a physical store (Olagunju, Oyebode, and
Orji, 2020). In this provision of company, the company has a provision to refund their customers
in case the customers received a defective or wrong product (Pros & Cons of Free Returns for
eCommerce, 2020). But this has so many benefits and limitations to the company that are given
below:
Pros:
 Enhance the Trust of the customers on the company.
 Helps the company to boost their Conversion and sales.
Cons
 The return from the customers attract the refund from the company to them which
provides loss of then profit to the company.
 The customers misuse this service especially in Apparel company like ASOS in which
they wear the dresses once and then return it back which is a major drawback of this
service in Apparel brands.
Recommendations
As per the current service provision, the company is providing effective services to their
customers which help them to attract more and more customers but these services also provide
some limitations to the company which requires to make several recommendations to ASOS that
are given below:
The company is require to formulate effective provision to reduce the return chances of the
product a quality approved team should be appointed which helps to check the supply of
products in various stages of their supply chain.
A provision should be provided for the return to get the video during opening of the product as a
proof that will help the company to reduce the fake returns in the company (Yuniadi, and
Hartono, 2020).

CONCLUSION
The above discussion helps to conclude that digital technology provide a rapid change in
the promotional activities of businesses especially the business who operated their business
online. In order to run an online business there are so many services that are required to be
provided to the customers by the company. ASOS also provide those essential services to their
customers and have effective provisions in the company regarding the same.

REFERNCES:
Books and Journals:
Ersoz, Y., Savas, E. and Senel, A., 2020. The Application of Competition Law to Online
Platforms. GSI Articletter, 23, p.196.
Meseguer-Martinez, A., Popa, S. and Soto-Acosta, P., 2020. The instrumentation of science
parks: an integrative framework of enabling factors. Journal of Intellectual Capital.
Novitz, T., 2020. COVID-19 and Labour Law: United Kingdom. Italian Labour Law e-
Journal, 13(1S).
Olagunju, T., Oyebode, O. and Orji, R., 2020. Exploring key issues affecting African mobile
ecommerce applications using sentiment and thematic analysis. IEEE Access, 8,
pp.114475-114486.
Yuniadi, N.K.H.Y.B. and Hartono, H., 2020. The Influence of Service Quality on Customer
Trust.
Online sources
Distribution of social traffic to Asos.com, by social network, 2021. [Online] Available Through:
<https://www.statista.com/statistics/922353/distribution-of-asos-website-social-traffic-by-
network/>
Pros & Cons of Free Returns for eCommerce, 2020. [Online] Available Through:
<https://www.adleaks.com/free-returns-for-ecommerce>