Consumers leverage smartphone and tablet applications to interact with their favorite brands, as well as access detailed content such as articles, blogs and news announcements about new products and collections. In fact, 38% of tablet shoppers and 42% of smartphone shoppers say apps help strengthen brand recognition, according to recent research from Adobe.
ASOS, a UK-based merchant of apparel and accessories for men and women, has amplified brand awareness, engagement and loyalty since releasing content-based apps for iPhones and iPads. With the apps, ASOS shares a variety of content relevant to customers, such as editorial on fashion trends and up-and-coming actors and musicians, according to Duncan Edwards, Editorial and Design Director at ASOS. The interactive mobile experiences were developed using the Adobe Digital Publishing Suite.
“Our goal with our content strategy is to capitalize on the fashion expertise we have within the company,” Duncan said in an interview with Retail TouchPoints. “Since we constantly are working with buyers and designers, including their insights definitely makes our content more authentic and credible.”
“From a strategic standpoint, we thought it was better to have just a cover page,” Duncan explained, “and go right to the great images.”
ASOS recreated the iPad app experience for iPhones to provide customers with “something bite-sized that features the very best of ASOS.” Duncan added that the iPhone app currently receives five times more downloads than the iPad offering, so refining and perfecting the smartphone experience “is top priority.”
Due to their success worldwide, the apps are being updated to feature new technology that allows consumers to personalize their shopping experiences based on preferred language and currency, according to Duncan. “This is a small step for ASOS towards becoming an international publication.” The retailer also plans to monetize the publications even further by pushing more issue sponsorships.