With pressure on Next and others in the general merchandising space it was interesting to see the results from ASOS.
While reducing prices they have continued to increase margin. Perhaps most striking in their results was that more than 60% of all traffic to its website came from smartphones in the six-month period and in February almost half of all orders were placed on mobile platforms.
Perhaps this is particular to AOS’ customer demographics and Next’s customers are more concerned about Brexit or how to entertain their children over the Easter break than buying spring fashion through an App.
More likely is that ASOS has a more advanced mobile offering and its continued focus on customer service is paying dividends.