Another way that Internet Marketing helps towards the achievement of business objectives is that the business will be able to identify their strengths and weaknesses and therefore find methods of improvement and see if they are on target or not. Another way that it can help towards the achievement of objectives is that the business will be able to identify the competitive advantages as they can see who their competitors are and what they are doing. By doing this the business will be able to develop new precise objectives and aims.
Objectives are things that the business has to do in order to achieve their aims, a business would have many objectives and they will be more precise and specific targets.
ASOS's objectives are:
To provide uncompromising presentation
ASOS are a click business which means that they will provide their goods and services through the internet only and there will be no stores for the customers to visit. Therefore for ASOS the website will be the method of communication that they will use to provide thier products and they will have to ensure that the website has lots of information and has good presentation. They will also have to ensure that the website is regularly updated and is easy and simple for the customers to use.
The presentation of the ASOS will help them to achieve thier objective in several ways this is because it is the only place that the customers can visit and the business will have to make sure that the presentation is good so that customers can return for repeat business and it could also help attract new customers. Also the layout and design of the website represents the business and their interest in customers. If the presentation is good the customers will know that the business has concern for them and they are doing as much as possible to gain customer satisfaction, it could also provide them with an competitive advantage.
At ASOS there is several way that they use internet marketing to help improve the presentation of their website. For example on the ASOS website customers are able to view many images of the products that they sell, however they are also able to rotate the images which means that the product can viewed in different angles. The images can be zoomed which will give the customers a close view of the product and there are also images of the products on the models. The products can also be viewed as videos on the website. They have videos of the model on a cat walk with the product, by doing this it provides the customers with a better view of the product and it will provide customers to a similar shopping experience to what they would get if they were shopping down a high street.
They also have a banner which is located at the top of the website, this banner is constantly changing every few minutes, and it includes advertisements for other business which the customers can click on and will be taken to another website. It also has a link for the customers to check how many product they have in their basket and other information like help and contact. The banners are a method of promotion as they are making customers aware of the offers and promotions that the business is providing. This is because the banner is a multimedia resource which makes the website more appealing, easy, and convenient.
Incredible choice
At ASOS they have an approximate average of 220,000 daily visitors, 3.3million shoppers each month and have 1.8million registered users. Therefore for ASOS to always ensure that they retain these customers as well as attracting new customers they must ensure that they provide their customers with a wide range of products. By providing the customers with more choice it will provide them with an competitive advantage and help them to maintain a good reputation. At ASOS they try to provide their customers with 30,000 options for the Autumn/ Winter season and this includes their own label and branded products.
At ASOS they have a wide range of brands for both men and women. For women some of the brands include Barry M, Coast, Roxy, Vila and many others. For men some of the brands include Ben Sherman, Calvin Klein, Levis and several others.
At ASOS they also have a wide range of products that are provided for example they sell clothes, footwera, cosmetics and several other things. They also provide customers with a choice of delivery options like saturday and nominate yourday delivery, by doing this it will provide the customers with good customer service and convenience.
By providng products from a wide range of brands it can help attract a wide range of customers who have different financial situation, it can also help to gain customer satisfaction as it meets their needs and wants. It can also provide ASOS with an competitive advantage as they will be able to provide more products which can meet the needs of a range of customers as they have more choice and therefore will be more willing to shop there. This means that it will attract more customers to their business rather than the competition like Brand Alley and any high street retailers.
Delivering impeccable service
As ASOS are a click business and sell all their products online they will have to provide the customers with goods by delivering it to the customers address. Therefore this objective focuses on the delivery options that they are providing customers. They want to ensure that the customers have a wide choice and are able to meet the customers needs.
At ASOS there is a wide range of delivery options that they providing, by doing this it will help to meet their objective as it is a good method of customer service which will allow them to gain customer satisfaction. It will also provide the customers with an easy and simple shopping experience and this could be a method of promotion as they will return for repeat business and may reccomend the business to other people. It could also help them to attract a wide range of customers including those whom are not in their target group by doing this it will allow the business to expand and provide them with an competitive advantage.
The delivery options and services that are provided by ASOS. For example next day delivery and there is an cut off time of 6pm, this means that if the customers don't recieve the products by 6pm they will recieve it in the following days. The other delivery options include Saturday delivery, standard deliveries is aimed to reach the customers in 2 to 3 days, weekend orders are delivered on Monday and the customers are also able to nominate the day of delivery.The customers will also recieve emails and texts to inform them about their deliveries and 85% of the orders can be tracked. The customers are also able to contact the customer care department which is available 24/7.
Unquestionable value
ASOS stands for as seen on screen and this is what attracts most of their customers. As the customers are able to wear products similar to what celebrities have worn but at affordable prices. By selling clothes at low prices it will help the business to attract a wide range of customers as it can meet the needs of their financial income.
At ASOS they have a reasonable pricing strategy, however some of their products are expensive. The price depends on what sort of product that the customer is purchasing. Most of the products are sold are similar to what celebrities have worn but sold at cheaper, affordable prices.
Internet Marketing helps ASOS to achieve their objective in many ways. Firstly if there are sales and promotions this information is placed on their website and emails are sent out to those customers who are registered with them. ASOS have also developed an retailing concept which is ASOS outlet.This website includes end of line and previous season products at discounts up to 75% off.
tHIS IS AWESOME!
Posted by: ebitnow.com | 12/14/2009 at 10:49 AM