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Tesco

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Impact of digital sales promotional offers on consumer perceptions of ASOS, UK

ABSTRACT
Digital sales promotion is a new marketing technique used by the organizations for communicating with large number of customers in an easy manner. Attractive digital sales promotions generate positive attitude among the customers and it directly increases the customer perceptions. In this context, the present study analyses the impact of digital sales promotional offers on consumer perceptions of ASOS, UK.
ASOS is a UK based online retailer and it extensively use digital sales promotional techniques for attracting young generation. Digital sales promotion through social media, SEO, etc helps the company to improve its sales volume. However, improper management of social networking sites, failure in creating unique customer experiences, etc adversely affects customer perception and thereby sales of the company. So, the researcher has decided to analyse the case of ASOS for evaluating the research problem.
The present study was conducted on the basis of positivism philosophy, deductive approach and descriptive research design. The researcher has interviewed the managers and surveyed the customers of ASOS for collecting primary data for the study. Interview method provided qualitative data and survey method provided quantitative data required for the research. Internal and external secondary sources were referred by the researcher for gathering secondary data. From the research study, it was found that, digital sales promotion of ASOS made it unique from competitors. The company uses Websites, Google+, Facebook, SEO, loyalty scheme etc for promoting its sales across customer circles. Digital sales promotional offers of ASOS increases customer awareness and it inturn creates customer perception. However, lack of innovative ideas, customer dissatisfaction, negative public image

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