As Nick Beighton took the helm of the fashion etailer last month, the business already looks well place for growth. Beighton is confident in its strategy and direction, which does not come as a surprise, as he has been with the business since 2009, as Finance Director and Chief Operating Officer. Beighton is dedicating time to executional excellence both nationally and internationally. business is said to have remained as usual following the leadership change. They are focusing on maintain the success in the UK with the right product and innovation, whilst focusing on France, Germany and the US, where they will concentrate most of their investment. in Australia, they already have leading market share, whilst China is still starting up. Asos are to invest £80m into its Eurohub distribution centre, as well as mobile technology and replatforming over the next 12 months.
Asos already has great foundations to build upon. It has honed online customer engagement and ready for the rapid growth of mobile commerce – 44% of orders were made over mobile platforms last year. They are launching a loyalty scheme in the UK, trialing it with 100,000 shoppers – customers can earn 5 points for every pound (£5 voucher when they spend £100). The etailer’s focus on the customer, the positioning of the business in relation to their engagement, should allow the etailer to push on towards its next sales milestone of £2.5bn.