A Study of Digital Transformation in ASOS: Strategies and Advantages

This essay examines the digital transformation strategies employed by ASOS, a leading online fashion retailer, and the resulting benefits. It begins by defining digital transformation as the adoption of advanced technology to improve efficiency, value, and innovation. The essay then identifies key strategies used by ASOS, including leveraging digital technology, enhancing cybersecurity, increasing investment in research and development, utilizing data analytics, developing information systems for sales and marketing, and implementing artificial intelligence and chatbots for customer satisfaction. Furthermore, the essay highlights the benefits of digital transformation for ASOS, such as enhanced data collection and processing, stronger resource management, improved customer insights and experience, a digital culture, increased profits and agility, and a competitive advantage through improved business processes and decision-making. The conclusion emphasizes the importance of digital transformation for organizational survival and success in today's business environment.

Digital transformation of
organizations

INTRODUCTION
Digital transformation can be defined as the adoption of the advanced technology by the
company. The main objective to adopt such technology is to improve efficiency and value along
with the innovation. It is basically the process which formulates new or updates the existing
processes of the firm with its culture and customer experiences or market requirements as well
(Jedynak, Czakon, Kuźniarska and Mania, 2021). The organization chosen here is the Asos
which is one of the leading international fashion company established in 2000 and headquartered
in United Kingdom. It is the British online fashion and cosmetic retailer. The following
discussion is based on the strategies of digital transformation in Asos and benefits of digital
transformation to Asos with proper conclusion.
1

STRATEGIES OF DIGITAL TRANSFORMATION IN ASOS
There are several strategies of digital transformation in Asos.
 Such as the company mainly leverage the effective digital technology as per the demands
of the people.
 They are focusing in improving the cybersecurity in E-commerce systems and financial
technologies as well.
 Increment in investment in the area of research and development and also hiring the
talents which matches the current skills requirements (Ziyadin, Suieubayeva and
Utegenova, 2019).
 Company make the use of data analytics in order to formulate the company policies that
encourages digital transformation.
 Moreover, organization is further focusing on the strategy to develop and implement the
information system that can potentially help in the sales and marketing domain of the
firm.
 Currently it is targeting on the artificial intelligence and chatbots for maximum customer
satisfaction from the brand.
2

BENEFITS OF DIGITAL TRANSFORMATION TO ASOS
There are several benefits of digital transformation to Asos.
 Such as it has helped the organization in enhancing the data collection methodology
along with the effective storage and efficient processing of it.
 It has further supported in the stronger resource management.
 It has assisted in the data driven customer insights and better customer experience as well
(Tabrizi, Lam, Girard and Irvin, 2019).
 It aids in encouraging the digital culture within the firm with improved collaborations.
 It has ability to increase profits and agility along with the productivity as well.
 Moreover, it also provides the competitive advantage to the firm with improved business
processes and decision making process with effectiveness and efficient way.
3

CONCLUSION
It is concluded that digital transformation is an important concept to learn and study so
that its applications can be applied in the real world organizations. This is because no business
can survive without adopting the emerging technologies in the organizations. The reason being is
that it provides automation and easy or quick working with good level of productivity to the
firm. That is why investigating about the digital transformation is essential now a days for the
organizations. Therefore, it is necessary to assess the strategies of digital transformation within
organization and it is significant to evaluate the benefits of digital transformation to the
organization. Hence, the above information covers all such areas in order to better understand the
conception of digital transformation of organizations.
4

REFERENCES
Books and Journals
Jedynak, M., Czakon, W., Kuźniarska, A. and Mania, K., 2021. Digital transformation of
organizations: what do we know and where to go next?. Journal of Organizational Change
Management.
Tabrizi, B., Lam, E., Girard, K. and Irvin, V., 2019. Digital transformation is not about
technology. Harvard business review, 13(March), pp.1-6.
Ziyadin, S., Suieubayeva, S. and Utegenova, A., 2019, April. Digital transformation in business.
In International Scientific Conference “Digital Transformation of the Economy:
Challenges, Trends, New Opportunities” (pp. 408-415). Springer, Cham.
5