Asos is to split its marketing and operational functions, in an effort to better target customers as it continues to grow exponentially, writes John Ryan.

The e-tailer has reshaped operations into three core departments: production, charged with putting stock online; customer care; and international.

Director of marketing and communications Hash Ladha said international plans will initially include exploring new markets and then customising its web offer, such as translating sites into local languages and country-specific ranges.

Asos’s international business accounts for about 10 per cent of sales and it delivers to countries including Japan, the US, Germany, France, Brazil and China.

The e-tailer is thought to have hired new head of operations, who will report to Ladha. It also plans to hire a head of marketing, who will join in May.

Asos has purchased new customer relationship management software from Smartfocus to target both male and female customers. Ladha claims the CRM platform will help Asos combine the bulk of Tesco’s online marketing with the personalisation techniques of Amazon.

Asos targets men through a monthly 16-page magazine, but it will add a bi-annual 100-page publication that will debut in the May issue of FHM. The magazine for women will be sent out to 400,000 shoppers a month, rising to 800,000 later this year. For the seven weeks to January 20, Asos’s sales rocketed 86 per cent.

Last week, Asos poached Topshop buying director Caren Downie as head its own-brand womenswear and accessories.

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