Neoco

As a brand truly maximising the opportunities of social media and multi channel marketing, online retailer ASOS’s latest campaign offered customers a 15 minute Style Session via Skype.

Highlighting the importance of innovative multi-channel retailing in today’s highly competitive and continually switched on retail marketplace, the initiative using Skype was a UK first.

Stylists were on hand to give advice and answer fashion-related queries, with customers given an hour timeslot between 7-10pm on Wednesday 23rd November in which their Skype call would be held.

Such a simple idea, so well executed, the solid use of hashtag and limited number of places, caused a hype on Twitter.

Here’s how it unfolded:

Here’s what the customers said…

A snapshot of the live chat in action. The interaction and engagement between brand and consumer  as a two way dialogue highlighted new products and ways of wearing clothes to customers, adding real value to the service.

By retweeting key responses and asking questions of followers about their experience with the service, ASOS gathered key learns from the promotion with insights into how to best improve next time.

After the Style SOS consultation, stylists picked out items for customers who went onto purchase, converting browsers into buyers as well as kudos for the brand.

Tweeters sang ASOS’s praises as a result of the initiative, an example of social CRM at its finest. Let’s see who’s next to get innovative with multi-platform retailing. In the wake of 40% drop in profits announced this week, my money’s on Topshop and Arcadia…