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Journal of Promotional Communications

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Published

2018-09-30

Issue

Vol. 6 No. 2 (2018): Special Issue on Relationship Marketing

Section

Articles

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An analysis of ASOS’s use of online relational strategies to generate customer engagement

Francesca Wright

Abstract

Founded in the year 2000, ASOS are now a global leading online fashionretailer focusing on “empowering 20-somethings to look, feel and be theirbest so they can achieve amazing things†(ASOS 2017). As a companysolely online, ASOS have to consider how to compete in a competitivemarket to maintain a loyal customer base. The purpose of this paper is toanalyse how online relational strategies used by ASOS generate customerengagement within their target market.