Gigya to Power Personalization and Improve Acquisition for ASOS

ASOS, the global fashion destination for twenty-somethings, has chosen customer identity management firm Gigya to power end-to-end user registration and login on ASOS’ websites and mobile applications, including Android, iOS and its recently launched Apple Watch app.

Consumer preferences have changed dramatically with the explosive growth of social networks and mobile devices, both as communication methods and as means to engage with brands. Consumers increasingly choose to identify themselves online using existing social identities with the expectation of personalised experiences.

As the leading global fashion destination for 20-somethings, ASOS chose to simplify online registration, allowing visitors to use their social identities when connecting with the brand with the aim of increasing customer acquisition rates and gaining valuable permission-based, first-party identity data.

Using Gigya’s Registration-as-a-Service and Social Login products, ASOS’ customers can now quickly register and log in to ASOS’ properties using their existing online identities to simplify their shopping experiences.

The implementation of Gigya’s platform has also provided ASOS with a single user record for each customer, which is used to identify an individual across all platforms and departments, promising a streamlined customer journey and simplified internal operations.

“Today’s consumers demand convenience and relevant experiences from their favourite brands. Gigya’s technology allows our customers to interact with us using their real identities on our digital properties, while ensuring that their data is protected and their privacy is respected,” said Terri Westlake, Customer Experience Director at ASOS. “We strive to foster a genuine relationship with each and every person who purchases from us. Our partnership with Gigya will enable us to understand our customers on a one-to-one level, deliver tailored messaging and create better user experiences for all of our customers.”

“ASOS has become one of the biggest global fashion retailers because of its ability to understand what its customers want. Early results since ASOS’ initial deployment of Gigya’s technology have been very positive as the brand has been able to learn more about its customers across devices and platforms,” said Patrick Salyer, Gigya’s CEO. “We are thrilled to partner with ASOS by providing a comprehensive Customer Identity Management system that helps the brand create lasting customer relationships based on trust, transparency and personalisation.”