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In March 2016 a report showed just how mass market re-tailing is
starting to take over the in store and online debate. Mass market
brands like ASOS were found to achieve the highest percentage
of recommendation at a total of 74% (Menswear - UK - March
2016, 2016) which could then have the ultimate effect on those
whom claim to be influenced by previous customer reviews; the
more recommendation within a company, the safer the consumer
feels when putting their money in the brands hands. (Anderson,
2014) In addition ASOS were also found to be the 2nd best retail
store within the experience rate from customers. (Menswear - UK
- March 2016, 2016) This may be a result from their improved
customer responses. The relationship that the consumers have
with ASOS has improved over time due to ASOS’S new improved
email software replacement ‘eGain mail’ (Heywood et al, 2009).
There was a 250% increase in customers experience through email
channel retail business (eGain, 2016).
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