Asos hunts for CRM agency just weeks after axing staff

asos1Online fashion giant Asos is reportedly on the hunt for agency to handle a tranche of its CRM activity, just weeks after revealing that marketers are to bear the brunt of plans to slash over 100 head office jobs.
The company currently handles its CRM inhouse but is understood to be talking to CRM specialists about taking some of the strain as it ramps up campaigns to keep existing customers onside, having irked many by scrapping its “A-List” loyalty scheme.
At the time, the retailer said the decision was made “after careful consideration”, adding that it “remains committed to giving customers the best experience possible”. However, there has been nothing announced to replace the programme.
Even so, it has recently signed a deal with Acadia Group to start selling Topman and Topshop ranges through its site.
However, back in December, Asos issued its first profits warning and in March it reported an 87% crash in interim pre-tax profits. In July, profit expectations were downgraded from £55m to between £30m and £35m.
And in a move which could raise a few eyebrows among potential agency partners, the firm has asked suppliers for a 3% discount on its orders from September 1, in a bid to cut costs. Asos insisted the necessary change in payment terms would fuel joint growth for the firm and the brands it stocks.
The company did not comment on its CRM plans.

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