Identify five (5) ways how ASOS has used digital to develop its differentiated market position

manage the high rate of returns. A505 has set up systems that enable product lines to be replaced quickly. Onfine vafue mosim Product choice is at the core of the A505 proposition: tens of thousands of branded and own label products available, with hundreds introduced each week. On pricing, A505 is price competitive with its Price Promise (a price match offer): if you see a branded (nonA505) product cheaper on another website, the company will match the price. A505 describes its website as \"evolving constantly as we find betterweys of presenting our products\". A303 Enrica For A505, speed and accuracy of deliveries to customers is a critical success factor. By offering sameday deliveries the company has increased sales by 23 percent in the UK and even more in the RU. Underpinning these improvements in sales is an innovative ethos that is evident across the company. A505 invested in a customer contact management system that enables staff to res pond to customer care emails more quickly and efficiently. Working with Clipper Logistics, they have introduced an innovative reverse logistics system called Boomerang, which provides quick turnaround on inventory when products are returned. A primary strategic objective is to continually innovate to \"add convenience and choice for A505 shoppers\". Marketing mmunfcalr'ons A505 brand magazine has a circulation of neariy 500,000 and reportedly is the \"most widely read quarteriy fashion magazine. The magazine reaches more than 700,000 when including France, Germany and the U5 in the circulation figures. eWord of mouth is a powerful tool of this brand and able to leverage advantage through links to celebrities and fashion using the A505 Insider Community, which is a marketing initiative that uses individuals and their fashions insights to build digital content. These digital influencers not only share their fashion favourite via their social media, but also have an \"Outfit of the Day". Which helps drive sales of specific products. A505 Foundation is central to the A505 corporate social responsibility strategy, which again contributes to the brand's market positioning. The Foundation seeks to support disadvantaged young adults in the UK, Indian and parts of Africa. Projects involve finding ways to develop sustainable improvements in these areas: a social enterprise in Kenya that works from an eco- factory producing Africaninspired fashion designs; education in artisan skills in remote parts of Africa; and working with the Prince's Tmst in the UK to help young people develop the skills they need to get jobs. Social media marketing The growth of the company in recent years has largely driven by social media. A505 has contributed a great deal to the digital high street. Apart from showing tha it is possible to sell fashion online profitably, the company has also pioneered social shopping, where customers use online social network sites to share product ideas before the buy. A505 has successfully used social media to build a community of fas hionistas who are prepared to share their views and opinions on Facebook, Twitter and Google Plus and to share ideas ofwhat to wear, giving its young shoppers fashion inspiration. BasketAnafysfs Basket analysis approaches were implemented by A505. The analysis shown that men tend to buy for their partners as well as themselves. Based on the data, the editorial team will generate email with the generic content of the current fashion trends and \"bestbuy\" recommendations. The personalised content took into account favourite brands and budget, recommending items belowa certain budget. Emails were sent twice a week. 0therstrategies such as encouraging customers to refera friend to the company, and sending viral campaigns, were also used atthis time. Ultimately, A505 had developed a large target audience for its products through the use of digital media and it is able to communicate new product ideas very effectively to keep customers interested. A505's innovative use of social media has enabled it to influence the way young shoppers interact with online fashion retailers. some: Adamad nun May a Elis {2019} Dig'tal Marketing. pp 132134