ASOS has taken its coveted online wardrobe to foreign shores in the past year launching country-specific websites in the US, France and Germany. Localised websites have contributed to a 142 per cent growth in international sales, and ASOS credits Webtrends for providing them with data that helps them monitor this growth.

The online clothing retailer wanted to appeal to customers in each market and create country specific websites showcasing relevant products to them in their own language and currency.

ASOS can monitor the success of these sites by using Webtrends Analytics and Visitor Data Mart, part of Webtrends Segments. The team can easily analyse interaction with the sites and identify the best converting traffic sources and campaigns.

Web and campaign KPI reporting has been simplified with Webtrends advanced data extraction options – staff have relevant Analytics data delivered directly into their Excel dashboards, updating in seconds and negating the need to log-on to additional tools or sift through reams of irrelevant data. ASOS estimates it has saved up to one working day per week in certain teams on reporting.

David N Williams, Head of Customer Intelligence, ASOS, said: “ASOS’ success is born from our ability to continually engage our customers through product, service and technology. More than just an e-commerce site, we are a fashion destination. As we grow internationally it becomes crucial to have relevant and easily accessible KPIs at our teams’ fingertips, enabling them to make the right decisions on marketing campaigns, website enhancements and of course content. Webtrends technologies help deliver this to us in a way that fits with our business and our ambitious growth plans. Later this year we will launch additional international sites in Australia, Spain and Italy and further improve Mobile, ASOS Marketplace and ASOS Fashion Finder – and will again look to Webtrends to provide a crucial piece of the customer centric data we need to fully understand and exploit these opportunities.”

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