CIO Profile: Dan West keeps up with the trends at Asos

See also: In pictures: Asos IT director Dan West's approach to online fashion

There are three themes that a conversation with Asos IT director Dan West follows: the power of technology for business and users, his family, and football. All three crop up over and over, but all have an equal measure of passion for West.

“Putting Asos at the forefront and for Asos to be at the front of online retail,” are the ambitions of the UK-based online retailer, says West.

“Asos is now a globally focused organisation which has been a major transition over the last couple of years. Where we did have one site, now it’s a multi-language platform.” He says the introduction of its own brands, a clear policy on sourcing of the goods and free delivery have all put Asos in the strong retail position it in today.

“Not having a bricks-and-mortar operation means there are less constraints, but there is still seasonality and getting stuff to the right place at the right time,” West says of the pressure of the rag trade, whether it be on the High Street or online.

Asos has grown from a two-person operation a little over a decade ago to having between 700 and 800 employees today. Its an unashamedly young company: its target market is 16-to-34-year-olds and the workforce at its North London HQ has a similar age range.

“Retail is fast paced as everyone wants their share of customers’ wallets. Asos websites record eight and half million page impressions a week and has a conversion rate of three per cent for those visits.

The conversion rate is improving and that is a continuous quest. You only have to make a one per cent difference to improve the bottom line,” says West.

“People are going after the best deal that they can, which is why it’s important to have a compelling offer. We want to be the first for fashion,” he adds.

As CIO that means a web experience that is tailored to the customer experience.

Comments