Conference:  Transform X 2022

Authors: Nick Beighton, Julia de Boinville

2022-10-19

During his 13-year tenure, Nick Beighton, former CEO of ASOS, grew the online apparel company from 200 million to 4 billion GBP in revenue by investing in data. Beighton is joined by Jules de Boinville, Head of Scale’s UK deployments, to discuss how his team improved catalog data at ASOS and the key measurements they used to understand the business impact of their digital initiatives. Beighton also covers the core business values he helped create and best practices to effectively use customer and product data in eCommerce to deliver higher conversion rates. Beighton describes how ASOS started by working on optimizing discovery tools, delivering product recommendations, and correctly tagging product attributes, four years before they invested in digital marketing. Underlying it all was a spirit of experimentation, which Beighton explains in more depth. Before joining ASOS, Beighton worked for KPMG, specializing in business transformation, and held finance-related positions in other online retailers.