Response One and Asos launch partnership to strengthen targeted promotions

Response One, the data-driven marketing agency owned by St Ives Group, yesterday announced a strategic partnership with ASOS. Response One will provide the online retailer with its Affinity Sampling service, launched to help relevant brands get directly into the hands of their target customers.

Response One will supply ASOS with targeted data, matching ASOS as a ‘carrier’ with brands that suit its customer base. This will allow the brands to target both new and existing customers with complimentary samples enclosed with their ASOS order, helping ASOS to build a loyal customer base as well as supporting the advertiser in reaching a guaranteed audience.

Using campaign hashtags, customers can then post comments and photos of themselves enjoying samples on social media.This partnership agreement follows the development of an already successful relationship between Response One and ASOS.

Natalie Betts, experience marketing manager at Response One, comments: “Promotions and sampling are a great way for brands to encourage social and digital advocacy from customers, as well as stimulating sales. Of course, this only works if you are targeting the customers who will most likely want the product that you are selling. Working with Asos, which enjoys a wide customer base spread across varying demographics, is a great opportunity to show just how effective this type of marketing can be for brands.”

 

Nicola Rose, print manager at Asos, says: “Asos customers love trialing something before everyone else does, so we are extremely pleased Response One is able to talk to a range of sampling brands allowing us to cherry pick which ones we like the most. Enhancing the online shopping experience is paramount to Asos and Affinity Sampling with Response One has been a brilliant way for us to do this; the agency has a wide variety of sampling brands to hand and are sensitive to our brand guidelines.”