D1) Evalaute the effectiveness of internet marketing in meeting customer needs for ASOS.

Internet Marketing enables ASOS to meet the needs and wants of their customers more effectively as customers are able to access the site and ASOS online store 24/7 which is efficient and meets the needs and wants of a customers. Internment marketing also enables ASOS to identify their markets and allows ASOS to do product research as well in order to attract their potential customers and meet their wants and needs via the online business as they have blogs on their website which allows customers to write their reviews and suggestions as well as disadvantages, and therefore there are many disadvantages to internet marketing such as regularly updating their website to attract customers as well as the difficulty that many customers may not have access to the web or may not know the procedures of using it. 

Businesses worldwide want to create a close bond with their customers which provides customer satisfaction and a business to customer relationship which provides loyalty, trust and profit as well as a competitive advantage.If a business such as ASOS offer good customer service and customers are pleased with their service as well as delivery, products etc then they may always shop with ASOS due to their convenience and good customer service. Internet Marketing allows business to evaluate demand and see whether the strategies they use are of good customer satisfaction. This blog will explain the effectiveness of internet marketing in meeting customer needs by looking at the advantages and disadvanatges of internet marketing.


Advantages:

Products:
 
ASOS offer catwalk celebrity styles at affordable prices, by offering different brands such as Diesel, BENCH, D&G etc and by offering a pricing strategy which allows customers to enter their limit and finds products under and to that limit. ASOS offer around 35,000 new products a season with around 1,500 new products a week. At ASOS they attract different audiences worldwide, as ASOS operate around the world and operate for different people in different financial problems by offering them quality clothing at affordable prices. ASOS also attract customers using internet marketing by providing end of season sales which attracts millions and provides a highstreet experience online. ASOS cater for men, women and children. 
By having a Variety of products they attract a wide range of customers, which allows the business to gain customers satisfaction which meets the wants and needs of customers, as well as adding competitive advantages they are able to provide and sell more products due to customer suggestion and market research online such as surveys. 


The print screen shows the different products that are available at ASOS. 

Communication:

ASOS communicate with their customers in a variety of ways in order to produce a business to customer relationship by using internet marketing such as using their online Blogs, this attracts customers who have pros or cons about ASOS to be able to express their views and on which ASOS are able to access and improve on services that customers are unsatisfied with, and also by ASOS showing customers that they are listening to them by replying back to customer suggestions and feedbacks and making these changes then customers feel as though ASOS actually care about them and would like to re order from them in the future, ASOS also communicate with customers via social networking sites such as facebook where they are able to attract thousands of new customers, and be able to join in with customers suggestions and feedback, it is a method of promotion which allows ASOS to produce a business to customer relationship.

ASOS also provide online surveys which allows customers to state their wants and needs from the business. as well as an business to customer communication method. ASOS are able to keep track of their customer transaction including their emails, this allows ASOS to send those customers promotions as well as their monthly magazines. Therefore by ASOS providing the convenience of using an online service by providing highstreet experiences such as catwalks, models, zooming, different angels, simples, bright and easy website with an online customer service to help customers with queries provides them with a competitive advantages. therefore on a sale of 1-10 ASOS are 10 in my view due to their hard work in giving customers the best possible high street feeling. 




The above print shows the review page on the ASOS web site, which is one method of communication used by ASOS.



The print screen above shows the ASOS facebook on which they interact with customers and find out their styles and likes and dislikes. 

ASOS webiste

ASOS have provided customers with a simple but sophisticated website which is bright, colorful, easy to navigate, user friendly, labeled sections such as ladies, mens, beauty, shoes etc, appealing and attract customers. Due to the user friendly website customers feel safe in using the site and find it easy and simple to navigate and if problems occur ASOS offer an online customer service which allows customers problems to be resolved. Via the ASOS website customers are able to create an ASOS account upon which ASOS is a  able to view whenever they sign in, they styles, their previous transaction and are able to send that customers promotions as well as the monthly ASOS magazines. The ASOS website allows customers to view products from different view such as being able to zoom products, seeing from different angles, rotations, videos of a catwalk producing the customer with a highstreet experience, as they want to make the customer experience as first hand view as possible.
 
ASOS provide convenience as they provide products for men, women, children as well as beauty products jewelery, shoes etc and label these on their website so customers are able to pick what subject they are looking for with a simple click at their convenience, the ASOS website also contains end of season and end of line sales which allows customers to be able to gain bargains like a high street experience. this provides customers satisfaction as they are able to purcahse a wide range of brands, clothing, products such as beauty, jewelery etc from one store who offer around 30,000 new clothing lines winter/Spring season. 



As we can see from the print screen above, the ASOS website is user friendly as it is clearly labeled, it is bright, colorful, and sophisticated. 

Delivery methods

ASOS offer different types of delivery methods in order to meet the customers wants and need such as the UK standard delivery, which delivers the good three days after the date ordered for a delivery charge of £3.95, UK super saver delivery which delivers the good six days after the goods were ordered for free charge, Next day Delivery £5.95, UK same day delivery (limited) £9.95. ASOS offer all these delivery methods in order to meet the requirements of the customers and once a order is ordered ASOS emails or text the customers to let them know that they have received their orders and within how many days the customer should receive their order. If customers have problems there is a 24/7 online customer service which allows customers to ask questions.

Overall on a scale from 1-10 i would give ASOS an 10 as they offer a variety of delivery methods as stated above to meet the needs and wnats of the customers as well as providing customer conveneince and satisfaction. This allows the customer to feel as though they have been put first and are the most important priority of the business. ASOS also provide customers with international delivery options, and so by distributing globally they increase business profit as well as reputation which allows the business to grow, this is advantageous as they are increasing their audience ads well as increasing their audience and gaining reputation as well as attention globally.  






Above are print screens of the ASOS offers on delivery upon which they offer to attract customers. 


Therefore, in conclusion from the advantages stated above we can see that internet marketing provides many effective internet marketing techniques in order to meet the customer satisfaction.Such as providing many different brands and producing new market sectors to become involved within to produce customer convenience as well as being able to communicate with customers to be able to view and work with their wants and needs by ASOS having their blog where suggestions and feedback can be kept as well as creating accounts on social networking sites such as facebook  where they are able to attract wider audiences. ASOS also offer different delivery options which fits in with the customers lifestyle as stated above. therefor from a scale of one to ten, ASOS are providing the maximum in order to give customers a satisfactory service. 

Disadvantages 

Technical skills:

Due to ASOS being a online internet marketing service, those who are unable to operate a computer will not be able to use this service which is disadvantageous as this means ASOS are losing potential customers. Also ASOS need to make sure that all staff are able to operate the use of technology as ASOS are a technology based business as they are a computer online based business, and so ASOS need to make sure all their staff are trained which can be cost efficient but advantageous in the long run, training is also needed in order for the staff to do their day to day job.  ASOS may also need to search for qualified ICT trained employees to create their website as well as update their website and make it easy, simple as well as bright and attractive as well as doing their online advertising sites, and so ASOS will need to find a qualified employee which is cost efficient. 

Maintaining online and delivering systems:

ASOS need to make sure that they consistently maintain their website as well as delivery services otherwise this may cause an disadvantage as if they don't consistently maintain and update their website customers may feel that the business is not providing their needs and may move on to different sites such as ASOS competitors being Next, Topshop etc. ASOS also need to be aware that as they are a clicks business they need to maintain their delivery services and make sure that customers receive their products for when they have ordered them for, as if the products are delivered at a later date the customer may feel dissatisfied with the service and stop shopping at ASOS as they might have ordered that product for a particular occasion. Therefore ASOS need to be on time and track when it comes to deliver. Reading through the reviews on the ASOS page i have realised that there have been many positive comments on ASOS delivery and therefore ASOS need to keep this up. 

Items cannot be left in the basket for long:

Through my research i found out that customers were unhappy about the fact that items were not left in the shopping basket for a long time, this is disadvantageous as for example, if a customer became distracted in the middle of shopping online by a guest or by a child etc, then they would expect to come back to where they left off from, however if all their shopping has been deleted then they may be annoyed and may not want to shop there again as they might have taken ages looking for products and so this is disadvantageous. Therefore ASOS need to solve this problems and a potential idea could be the fact that they could create a link which allows the customer to save their basket and come back to it at a more convenient time. 
 
Language: 

As ASOS can be accessed globally, they need to make sure that they meet the needs and wants of those customers who do not speak English by providing a link on their site to translate into  different language by doping this ASOS could increase their potential customers and turnover by a simple step which is used on may others sites and can add a competitive advantage. However ASOS do offer a currency change system and so if they offer a language change system on their website then they will provide themselves a competitive advantage as well as customer satisfaction and profit as well as reputation for meeting the wants and need so the customer. 

As we can see form the disadvantages that occur ASOS need to stay on track and if problems do arise they need to make amends by apologizing to the customers and potentially giving them free goods, vouchers etc to spend on their site. In a scale of one to Ten i would give ASOS a 8 as they still have received many disadvantaged comments about their deliver service and need to work on this. 
Below is a chart showing my rating of the advantages and disadvantages and their overall totals:

Advantages Disadvantages Products : I would give ASOS a 10/10 for their products as they offer variety, convenience as well as a selection for women, manes, children and so offers customers convenience of buying high street fashion for less as well as being able to buy branded products such as diesel, BENCH, D&G etc Technical skills: ASOS need to be bale top provide all, their staff with IT and technical skills as they are an online technology based business and so in order to meet the wants and needs of the customers ASOS need to provide employees with training as well as finding time to find qualified employees such as who can constantly keep their website up to date or create their adverts etc. This can cause them a loss in time as well as money however in the long run it is advantageous and so I believe ASOS are  7/10 Communication : I would give ASOS a  9/10 for their communication skills as they communicate with their customers in a variety of ways such as creating accounts on social networking sites as well as via their website and their blogs which allow customers to leave feedback and suggestions, ASOS also communicate with their customers by sending them promotion via email as well as their monthly email once a customer has purchased a product from them and provided them with their email, this allows customers to feel as though they are being thought of and creates a business to customer relationship.   Maintaining online and delivering systems: this means ASOS need to make sure that they are constantly maintaining their website as well as delivery services as this could cause them with negative marketing as well as loss in customers and so I will give ASOS  5/10 ASOS website- this is a bright and convenient user friendly website as can be seen above. This allows customers to gain attention of the site and with their easy and simple links customers are able to use the site which is advantageous and so I believe ASOS are 8/10 Items cannot be left in the basket for long:  this is disadvantageous as customers who have shopped for good deals and have become distracted or who would like to come back to items realise that their basket has become empty will not like to shop over again and this will cause ASOS a loss as well as customer satisfaction loss and so they should improve this service by preparing a link which allows customers to save their shopping basket for a certain set period so the customer knows when they have to submit their order or add to their order before it is deleted. I would therefore give ASOS a 5/10 however if they imp this service then they could increase sales as well as customer satisfaction and revenue. Delivering methods- ASOS offer many delivery methods as can be seen from above, this allows ASOS to provide convenience as well as competitive advantage, as it allows customers to pick the delivery method which suits them best and fits within their lifestyle. Therefore I will give ASOS a 10/10 for their delivery services. Language: ASOS can be viewed globally as well as imported globally ASOS do not offer a language change link which is disadvantageous as many customers may not know how to read or speak as well as understand English and so they should have a language translator like they have a currency translator which will increase customer satisfaction as well as profit., so i would give ASOS a 4/10 Total:  37/40 Total:  21/40 Therefore, as we can see from the scores ASOS are on target and have many advantages which attract customers to their business. As we can see from the scores ASOS have work to do in order to attract a wider variety however they are more than half which means that with a little more effort ASOS can potentially increase their sales as well as customer satisfaction and add their business with a competitive advantage.

In conclusion, ASOS use many techniques in order to attract customers such as their delivery techniques, as well as their their variety in products, brands as well as proving customers with a high street experience by allowing then to zoom products as well as view them from different angles and by looking at products on a model walking down a catwalk. This provides them with a competitive advantage as well as customers satisfaction and meeting the wants and need of the customers, ASOS also attract customers by creating accounts on sites on social networking sites such as facebook and twitter, this allows them to reach a wider audience and attract them by constantly gaining suggestion and communicating customers as well as providing them with their recent sales and promotions which attracts the potential customers to visit their site and potentially be shoppers.
Therefore, although ASOS have had many advantages, they also have disadvantages such as language, or their maintenance of delivery however their advantages weigh out their disadvantages and so if ASOS work on their disadvantages then they will be a great company, and therefore will produce a higher level of profits as well as customer service and satisfaction and due to this ASOS have become the UK'S 2nd online clothing market attracting around 30 million customers with over 6 million per month in 2008.