Online fashion companies ASOS and Boohoo offer similar products aimed at similar demographics.

ASOS targets 20-somethings and Boohoo targets 16–24-year-olds (ASOS, 2017; Boohoo, 2017).

Table 10.1 shows how they have digitised the 7Ps.

Questions

• Looking back at how ASOS and Boohoo apply the 7Ps, how else could their develop their tactics to create a greater difference between each other?
• Do you recognise tactics employed by other organisations?
• What do you recommend they should do differently and why?

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Table 10.1 Digital application of the 7Ps to ASOS and Boohoo 7Ps Product Price Place Promotion ASOS Products grouped into demographics (men, women) and products, brands and edits Also offers 'Marketplace', enabling boutiques to sell direct Premier Delivery UK for unlimited next-day or nominated-day delivery for 12 months - pay 9.95 Orders via website and app Free delivery with orders over 20 Click and collect Evening delivery Precise time delivery Places ads across social media Uses Instagram to promote new products Boohoo Products grouped into demographics (men, women) and themes (campaigns, trends, get the look) Boohoo premier - pay 9.99 for free next day delivery for 12 months Student discounts offered Orders via website and app Collect from lockers Evening delivery Weekend delivery Places ads across social media Uses Instagram to promote new products Offer codes available online