Instant Retail Therapy
ASOS Instant, the same-day delivery service launched by ASOS last week, reflects the growing momentum of "fast shopping", where the ultimate consumer experience is effortless and almost instantaneous.
Any customer who places their order before 10am between Sunday and Friday has the option of receiving their package between 6pm and 10pm on the same day. The customer pays a £12.95 delivery charge for the service - £5 more than they would to receive the delivery the next evening.
Whilst ASOS Instant is currently only available in 122 London postcodes, the service will be rolled out to other major UK cities over the coming months.
Following in the footsteps of London Fashion Week's adoption of "see now buy now" shows (which we discussed in a previous blog), this is another example of a fast-fashion initiative adopted by a retailer in order to compete in a challenging market. The move will appeal to consumers in the digital age, who have less time to shop in the traditional manner and a growing desire to receive items quickly.Whilst the results of the service remain to be seen, the development reinforces ASOS' position in the market as an innovative retailer, developing its offering in line with its customers' evolving needs.