Asos in fresh Facebook tie-up

Asos is to introduce social sign-ins to its website so customers can use their Facebook or Twitter details to log on and share purchases with friends.

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The move is one of a raft of social media and mobile innovations the company hopes will help dispel the myth that the company is “just an online retailer”.

It is also to launch the UK’s first Facebook store, which will enable customers to buy goods without leaving the social network.

Ecommerce director James Hart says: “After search, Facebook is the single biggest referrer of traffic to our site and is very important to us because it enables us to talk to our customers directly.”

He adds that mobile is also a key focus for 2011 and the company is currently working on apps for the iPhone and iPad.

Hart says: “When [many people] wake up in the morning, they reach over for their iPhone and click the ’F’ for Facebook to find out what their friends are up to.

“We want to be the site that people click the ’A’ to find out what is going on in fashion.”

Asos saw UK sales rise 23% to £56.3m in the three months to 31 December, and overseas sales accelerate 156% to £43.7m after the launch of websites in the US, France and Germany in October last year.

Hart confirms that further international site launches are planned for later in the year, while Asos is currently preparing the launch of Fashion Finder, a new online platform that highlights clothing from sites such as Net-a-Porter and MyWardrobe that Asos may not necessarily sell. Users can also create and share outfits on the platform in similar way to fashion website ShopStyle.

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