In the first half of this year, Asos has made more than 60% of its sales without any promotion or discounting in place, how?
Asos identified back in November that they were too dependent on promotional activity and seductive performance marketing, and therefore decided to invest £30m in brand-building.
As part of their brand-building, Asos developed a three priority strategy for the year: to offer the best and most relevant product, to strengthen their relationship with customers and to reduce their cost to serve.
In practice this has meant that Asos has focused on working closely with influencers on social media to drive interest and awareness of their products globally. It also means that the company has focused on opening up a physical pop-up shop in central London, as part of its brand focused push to get eyeballs. As a result of this combined approach the company has seen 30 million unique users visit its website, with the activation driving a 17% year-over-year uplift in branded search and a 10% uplift in new customers.
Whether Asos is able to continue this sales-drive without promotion or discounting remains to be seen, but for the time being, things are looking encouraging.
Vivek Rajkhowa 
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