ASOS is the largest online fashion website in the UK with 7.1 million customers, the core business activity clothes retail. ASOS is regarded as a global competitor within the online retailing of fashion; a core competence is that ASOS has identified a target market which uses the internet more than any other age. The report analyses the website of ASOS and constructs a series of recommendations using a variety of frameworks and perspectives.
The WebQual 2.0 Method (Barnes & Vidgen, 2001) allows a website to be assessed from the perspective of the customer and highlights that the website attains the highest score of 5 in seven of the twenty-four questions, underling the consistency of the website in delivering an effective user experience. From this it is inferred that the ASOS website is customer-centric, this benefits ASOS from a business perspective, but also in the wider significance as the user experience is enhanced. Based on the WebQual analysis it is evident that ASOS has an excellent website compared to its competition however a long term recommendation for ASOS to continue to developing a sense of community and develop it into a core competency.
The report applies an activity system perspective using the (Amit & Zott, 2001) to rank the NICE forces in significance of value creation for the ASOS website The Lock-In design theme is the most important to the ASOS business model. ASOS must develop its sense of community to encourage engage with its products. The design themes underline that for ASOS to remain the market leader this level of interaction should be enhanced as new technologies emerge. Furthermore the ASOS website is important to the efficiency of the business. In the long term if managed successfully these efficiencies should improve with an increased scale and scope, however ASOS should scenario plan this strategy before engaging.
ASOS’s website is market leading, this is demonstrated by analysis and academic reasoning which supports the design of its website. It’s vital that the ASOS mind-set remains innovative and not become complacent, competition is fierce and fast ASOS must keep up.
Table of Contents
1.1 Executive Summary
1.2 Outline & Objectives
1.3 Choice of Website
1.4 Purpose of Website
1.5 WebQual 2.0 Table
1.6 Website Accessibility
1.7 Key Recommendations for ASOS Website
1.8 Ranking the Amit and Zott Forces
1.9 Key Recommendations for ASOS Website
2.0 Conclusions and Key Findings
Project Objective & Core Themes
This report evaluates the e-commerce strategy and website performance of the UK fashion retailer ASOS, utilizing established academic frameworks to assess user experience, accessibility, and business value creation. By analyzing the site through the WebQual 2.0 method and the Amit & Zott activity system perspective, the project aims to identify competitive strengths and provide strategic recommendations to maintain the company's position as a market leader in the online youth fashion sector.
- Evaluation of website quality using the WebQual 2.0 framework.
- Assessment of website accessibility standards and digital inclusivity.
- Application of Amit and Zott’s "NICE" forces to analyze business value.
- Strategic recommendations for enhancing long-term competitive advantage.
- Comparison of user-centric features against key industry competitors.
Excerpt from the Publication
1.6 Website Accessibility
Website accessibility is “The degree to which anyone can access and use a website using any web browsing technology” (Royal National Institute of Blind People, 2011). A website that is accessible offers the user the most up to date technologies and experiences, taking into account and accommodating for people who have difficulties using websites, such as visual or hearing impairments (Thatcher, 2006). There has been extensive pressure from governments and institutions to improve website accessibility, in order to reduce the digital divide. However website design has evolved from text-based, to websites which use video, images, tables and animated applications. The ASOS website is an example of this. This has led to websites becoming more challenging than ever for individuals with accessibility issues (Hackett, et al., 2007).
ASOS acknowledges the importance of accessibility; this is outlined within its accessibility statement.
“ASOS.com is committed to providing a website that is accessible to the widest possible audience, regardless of technology or ability. We are actively working to increase the accessibility and usability of our website and in doing so aim to adhere to many of the available standards and guidelines.” (ASOS, 2013).
ASOS develops its website in accordance with the World Wide Web Consortium (W3C), this is displayed by the use of a clear hierarchical format for headings and the ability to resize the text (WorldWideWebConsortium, 2013).
Summary of Chapters
1.1 Executive Summary: Provides an overview of ASOS's market position as a leading online fashion retailer and summarizes the key findings from the WebQual and Amit & Zott analyses.
1.2 Outline & Objectives: Defines the scope of the report and explains the methodology behind evaluating the ASOS website through various academic frameworks.
1.3 Choice of Website: Details the history and business model of ASOS, explaining why it serves as an ideal subject for an academic evaluation of e-commerce.
1.4 Purpose of Website: Explores the functional role of the ASOS website as a "clicks only" platform and its importance in communicating with stakeholders.
1.5 WebQual 2.0 Table: Presents an empirical assessment of the ASOS website interface and user experience based on the 24-point WebQual criteria.
1.6 Website Accessibility: Analyzes the platform's inclusivity for users with disabilities and examines the tension between rich media usage and accessibility standards.
1.7 Key Recommendations for ASOS Website: Synthesizes WebQual data to suggest improvements for a more customer-centric web design.
1.8 Ranking the Amit and Zott Forces: Categorizes the "NICE" design themes (Novelty, Lock-In, Complementarities, Efficiencies) to identify the primary drivers of business value.
1.9 Key Recommendations for ASOS Website: Offers advanced strategic advice for mitigating business model drawbacks through enhanced user engagement and social media integration.
2.0 Conclusions and Key Findings: Reviews the overarching results of the analysis and reaffirms the importance of maintaining an innovative mindset in a competitive market.
Keywords
ASOS, E-commerce, WebQual 2.0, Website Accessibility, Amit and Zott, NICE forces, Online Fashion Retail, User Experience, Lock-In design, Digital Strategy, Customer-centricity, Web 2.0, Value Creation, Clicks only model, Market Leadership.
Frequently Asked Questions
What is the primary focus of this project?
The report centers on a critical evaluation of the ASOS website, assessing its effectiveness as an e-commerce platform and its alignment with business goals.
Which academic models are utilized for the analysis?
The project employs the WebQual 2.0 method to measure interaction quality and the Amit and Zott activity system framework to analyze business value creation.
What is the main objective of the research?
The aim is to evaluate whether ASOS's website successfully supports its corporate strategy and to provide recommendations to maintain its competitive edge.
How is the website's accessibility evaluated?
The report examines the site against W3C standards and identifies how the reliance on rich media, such as video and high-resolution images, impacts users with visual impairments.
What does the "NICE" forces analysis involve?
It involves ranking four specific design themes—Novelty, Lock-In, Complementarities, and Efficiencies—to determine which factors contribute most significantly to ASOS’s value creation.
Who is the target audience for these findings?
The findings are intended for those interested in the academic and practical aspects of digital business strategy, specifically within the online fashion retail sector.
Why is the "Lock-In" design theme considered the most important for ASOS?
The analysis identifies Lock-In as fundamental because it encourages repeat purchases and builds a community, which are critical for retaining the 7.1 million customers ASOS serves.
How does ASOS compare to its primary competitor, Boohoo?
The report uses a radar chart to demonstrate that ASOS generally outperforms Boohoo in most quality categories, although Boohoo shows strength in tailoring to individual customer demands.
What long-term recommendation is provided regarding innovation?
The author strongly suggests that ASOS must continue to develop a sense of community around its brand to maintain its position as a market leader against rising competition.
- Citar trabajo
- Luke Gipson (Autor), 2014, Report and Evaluation of the ASOS Website, Múnich, GRIN Verlag, https://www.grin.com/document/299406
