As a pure-play fashion e-tailer, ASOS is the second most visited fashion website in the world. The company takes pride in being global, customer-centric, and innovative. ASOS has opportunities to provide a brick-and-mortar store space to increase customer engagement.
ASOS should implement Tesco’s best practice of virtual store technology in a high traffic location that inspires m-commerce shopping. Having a physical space in Westfield’s BrandSpace in Sydney, Australia for summer ‘15/’16, ASOS will optimize omnichannel presence.
The ASOS Virtual Store in Sydney is in a geographical market whose consumers have recently turned to ASOS’ key competitors. Regaining the confidence of the Australian customer is important for ASOS to remain as the world’s number one fashion destination for “20-somethings.”
