ASOS Launches Mobile Site



Released on: October 22, 2010, 4:51 am
Author: Susie Young
Industry: Apparel & Fashion

ASOS has launched its debut mobile site ahead of the Christmas retail shopping season.

In response to a significant increase in ASOS customer visits via mobile phones – which doubled from accounting for 1.5% of all ASOS visits through the main website in January 2010, to 3% last month – the mobile site has been designed to work across all mobile devices including Blackberry, Symbian, Android and iPhone operating systems.

Additional figures report 24,000 ASOS orders have been processed over the last six months through mobile ‘phones using the main website, with 175,000 visits to the site from mobile devices in a typical week.

Customers can directly access the mobile site using the URL but will also be redirected to the mobile optimised version of the site should they type

The full ASOS range and popular features, including “Save for Later” and multiple refining options, are offered. Integration with the existing ASOS checkout and customer accounts has been incorporated to further streamline the user experience.

ASOS Design, UI and UX teams built the mobile site in-house – in partnership with Usablenet – and there is now an internal ASOS team dedicated to ongoing mobile site development.

James Hart, e-Commerce director at ASOS, says: "I’m delighted to bring a much-improved shopping experience to our customers coming to ASOS from their mobile phones. And this is just the start of a very exciting journey to offer them their ASOS, their way. Our site works well on any device but we’ve also used web kit to further enhance the smart ‘phone experience. For example, customers can multiple-refine from category pages at the touch of a button, which we believe is a first for a UK retailer."

About ASOS:
ASOS is the leading independent online fashion retailer offering over 42,000 own-label and branded fashion goods. Targeted at fashion forward 16-35 year olds, ASOS attracts 8.1m unique visitors a month from around the world.

It has its strongest presence in womenswear, including dresses, womens shoes and lingerie, and menswear, including mens jeans and men’s clothing, as well as beauty and outlet clothing.

Designers at ASOS include ASOS own-label, All Saints, Paul Smith Jeans, Aqua, Mango, Superdry, Karen Millen, Lipsy, Whistles, Levis, Nudie Jeans, Diesel, Barbour, Fred Perry and G-Star.

Susie Young
Womenswear PR manager
Phone: +44 20 7756 1025

Greater London House
Hampstead Road



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