by Daniel Hunter
ASOS, the online fashion retailer, has reported strong sales for the Christmas period.
International and UK sales surged in the four months to the end of 2013. Total sales jumped by 38% to £335.7m, compared with the same period in 2012.
UK sales were up by 37% with international sales at 38%. The rise in international sales was a result of a 69% surge in sales in the EU.
The number of active customers also increased. ASOS said it saw a 41% increase in the number of active customers, taking its total to almost eight million.
Chief Executive, Nick Roberston said: "These results were driven by significant improvements to our customer proposition, including better delivery options, additional payment methods and the roll out of our premier service in key international markets."
Dan Wagner, Founder and CEO of Powa Technologies says that “retailers are waking up to the fact that they need to personally engage with their customers, tailoring the shopping experience to the individual and delivering across a multitude of different channels".
Asos’ trading statement figures put them firmly with the festive season ‘winners’ after doing exceptionally well and becoming one of the biggest retail successes this year. It’s this shift in consumer buying patterns that has emphasised the importance of bringing the customer a real-time experience – ‘Real-time’ being the buzzword of 2014. And the high streets approach to customer interaction and engagement is going to have to change if they want to see the year out.
Dan says that "technology is drastically changing the retail landscape as well as what customers expect from their shopping experience. Bluetooth beacons have become the latest trend in delivering real-time deals to customers walking through their shop doors. It’s technology like this that’s allowing the high streets to keep up with online giants such as Asos, bringing instant, accurate gratification to customers. Everyone’s talking about Click-and-Collect and online shopping, but I think what will be really interesting this year, is what the high street retailers do to bring back customer engagement to the shop floor and compete with the likes of Asos.”