ASOS.com to work with smartFOCUS in CRM drive

Online fashion retailer ASOS.com has partnered up with marketing software provider smartFOCUS in order to implement a CRM strategy and a more sophisticated approach to customer segmentation in order  to help with its goal of aggressive growth.

ASOS.com  is the second most visited online fashion store in the UK, according to Hitwise. The website attracts over 2.6 million shoppers a month. With smartFOCUS software, it hopes to increase visitor numbers and generate loyalty with increased personalisation and targeting.

The strategy will centre around customer communications including advertising, press and magazines. ASOS.com hopes to increase customer numbers and to encourage existing customers to spend more. Planned campaigns include ‘refer-a-friend' viral activity, a reactiviation strategy to re-engage former customers and loyalty programmes to reward ASOS.com's best customers.

Said Chris Underhill, chief executive of smartFOCUS: "Data analysis is extremely important to online businesses, and with the right tools, online pure-plays have a real opportunity to provide their customers with highly personalised communications. For taste-driven businesses, such as ASOS, it is even  more important that the company can understand and anticipate customer preferences."