introduce zonal pricing
(Author : Katarzyna Romanowska)
However, Asos’ profits decreased by 20% as it introduced competitive pricing to international markets and invested in its global distribution capacity, reports Internet Retailing.
ASOS UK SALES TO GROW BY 27%
Customers visited asos.com more frequently and spent more money, helping UK sales to grow by 27% in the first half of its financial year, compared to the same time last year. But international sales grew by only 5% in the six months to February 28. The fashion pureplay has looked to address those currency issues by introducing zonal pricing, which enables it to charge different, more competitive, prices in different parts of the world. Today it said profit margins had fallen by 230 base percentage points as a result. Asos’ pre-tax profits of £18m were down on the £20.1m reported at the same time last year.
INTERNATIONAL PRICE COMPETITIVENESS
Asos believes that profits will continue to grow in future. “With our continued investment in our international price competitiveness gaining traction, momentum in the business is building,”said Robertson. “This gives us confidence in the outlook for the second half and that full year profit and margin will be in line with expectations.”
Asos has grown significantly over the past years and now must put in place tactics in order to scale that prior success into future growth. Because ASOS is exposed to foreign currency fluctuations, it has to control how efficiently it can go to market.
THE MOST POPULAR UK ONLINE RETAIL
ASOS is the most popular UK online retail site when it comes to having web content shared on Pinterest, the pin-board style social network. Images and pages from asos.com are being shared most frequently on Pinterest, with Amazon UK and John Lewis taking the second and third positions respectively. In its strategic country markets, including the UK, the US, France, Germany, Spain, Italy, Australia, Russia and China, Asos operates through dedicated websites and in-country teams to offer locally-relevant products, payment methods, currencies and delivery options. Last year it has introduced its new click-and-collect service, ASOS Collect, working with Collect+ to allow customers to purchase their items online and have them delivered to localized Collect+ outlets. In January 2015, Asos has also teamed up with Boots the Chemist pharmacy chain to offer click and collect services in select UK locations. Asos sells own-label product lines as well as over 50,000 third-party brands and high street names such as Mango, French Connection and River Island.