Fashion giant replicates UK e-commerce success internationally with multichannel trends data analysis

Fashion giant replicates UK e-commerce success internationally with multichannel trends data analysis

UK-based online fashion retailer ASOS has expanded its business to foreign shores in the past year launching country-specific websites in the US, France and Germany.

Localised websites have contributed to a 142% growth in international sales, and ASOS credits software provider Webtrends for providing it with vital data that helps them monitor and understand this impressive growth.

Tailoring site to local audiences 

While other e-commerce retailers have made tentative steps to tap into the shopping habits of consumers away from British shores, ASOS has succeeded by taking the time to understand its customers in each market and create country specific websites showcasing relevant products to them in their own language and currency. While a dotcom site has global appeal, thne software provider said that consumers have more confidence purchasing from a local language version of a site and will embrace a brand that is tailored for their cultural and regional differences.

ASOS can monitor the success of these sites by using Webtrends Analytics and Visitor Data Mart, part of Webtrends Segments. The team analyses interaction with the sites and identifies the best converting traffic sources and campaigns. Key performance indicators (KPIs) can be compared and contrasted between sites or viewed in ‘roll-up’ form as a whole. Segments of users meeting certain criteria, for example signing up to the latest style news or adding on trend products to their bags, can be created and analysed in greater detail.