By Sarah Corday
At Asos.com, the customer is top priority.
The UK Fashion Retailer, whose acronym stands for “As Seen On Screen”, offers fast fashion at bargain prices to its target demographic of 20-something millennial women.
Their secret? Digital content, including video, social media, and an easy checkout experience.
But Asos isn’t the only company to cash in on a digital-first strategy. Here are four companies doing it best.
The Swedish furniture company has always been known for creating an alluring in-store experience for shoppers. But with their online video Home Tour series, they’ve taken shoppers into the homes (smartly furnished and decorated by IKEA products) of everyday people for a behind-the-scenes look at their unique lifestyle.
— IKEA UK Support (@IKEAUKSupport) December 13, 2017
IKEA also interacts with customers via Facebook, Instagram, and Pinterest, where photo tags direct consumers straight to the company website. No doubt this practice of customer engagement and responsive social media account for the Scandinavian company’s more 37.6 Billion in global sales in 2016.
With a user-friend app and rewards program, this coffee giant is poised to remain on top due to its intuitive digital marketing scheme. The Starbucks Rewards app allows customers to order, customize and pay for their drink online, and easily pick it up in store.
Awww so sorry about that change on your Starbucks App, Kelly. We would love to hear your feedback on the subject. You can let us know more at https://t.co/ydX3WuZayW please let me know if I can help out with any other questions. Thank you! – Kevin
— Starbucks Coffee (@Starbucks) February 2, 2018
In addition to managing loyalty points which can be redeemed for free drinks, the app also allows customers to curate a musical playlist via their Spotify account. This prods users to make more frequent use of the app, which adds up to more frequent spending; in fact, mobile app users spend three times more than the average Starbucks customer, according The Wall Street Journal. And in the first quarter of 2016, it was reported that 24% of U.S. orders were paid for using the mobile app.
As already mentioned, UK Fashion Retailer Asos continues to drive sales and boost customer engagement by means of social media influencers, and its collection of short videos. Those shopping for a prom dress or casual work ensemble can click on a video to see a model wearing the look on the runway. Or, they can click on an influencer’s social media account, where the #OOTD (Outfit of the Day) can be seen in real-life settings.
“As a brand, it is all about focusing on where consumers engage and [what they are] consuming,” says Celina Burnett, head of the ASOS marketing and analytics department. With 51% of its sales now coming through a mobile device, the brand’s digital-first technique solidifies them as a global fashion leader.
In January of 2017, Comcast debuted a new cloud-based home-networking solution. The platform, which can be controlled via the web, mobile app, and the X1 voice remote, allows subscribers to onboard all of their digital devices, from tablets to smartphones to televisions. Using the voice-controlled remote, a user can say, “Who is on the network?” and be given a list of others using the platform. Parents can monitor and control their kids’ Wi-Fi usage by using “bedtime mode” where all connectivity is blocked to certain devices after a set time.
— Comcast (@comcast) December 24, 2016
Says Comcast’s Executive VP and Chief Product Officer Chris Satchell, “People want to connect and control the products and devices in their home, quickly and easily. By creating this new home solution and offering it to millions of people as part of their existing internet subscription, our combination of speed, personalized controls, features and devices has the potential to make the Internet of Things and the Digital Home more of a reality than ever.”
By 2020, it’s estimated that the number of devices connected in the home will rise to 50. With projections like this, it’s clear that companies using a digital-first customer engagement strategy will emerge as the primary players as society continues to embrace Internet technology.