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Asos streamlines mobile sign-ins with social integration

Member signs up through mobile can be tedious and cumbersome, which turns away many consumers. Asos employed a solution in response to customer feedback in which users can seamlessly create accounts through established usernames on Facebook, Google+ and Twitter.

“As I have tracked Gigya for the last few years, I have seen the company recognize and attack its market and create real impact,” said Paul Greenberg, creator and founder of the CRM Watchlist.

Gigya is the developer behind the Asos log-in integration.

Asos cross channel
Mobile users want the easiest experience they can get and retailers need to make sure they are providing solutions to best serve them. Retailers such as Asos can do exceptionally well through creating signup programs in which they share deals, events and sales to members, in turn significantly driving sales.

The streamlining of the signup process ensures numerous more users, with many not even looking to be a member but will do so simply because it is so easy. Asos users are prompted to sign in immediately upon opening their mobile web page, application and desktop site.

Those looking to sign up only need to press login on the buttons for Facebook, Google+ or Twitter. For individuals looking to by pass the signup process all together, Asos keeps note of those who had skipped and when they return it brings them directly to the homepage and bypasses the signup page.

Having users sign in also gives the retailer access to user’s demographic information which can help it serve more effective advertising.

The incorporation of multiple social networks helps as well to ensure a greater of number of users will have access. Mobile is highly personal, and each social platform resonates well with different individuals as some may enjoy Facebook and not have a Google+ account and vice versa.

Simiarly, American Express and rental marketplace Airbnb joined forces for a technology integration that allows card holders to use rewards points to book accommodations and pay directly on Airbnb via Amex Express checkout (see more).

Also, Amazon leapt ahead in mobile commerce as one of the first retailers to support Apple’s universal links, a move that could drive in-application conversions and potentially siphon off sales from those not supporting the new capability (see more).

“Almost every company needs to know the customer, and that is exactly what Gigya helps its clients do,” Mr. Greenberg said.

Final take
Brielle Jaekel is editorial assistant at Mobile Commerce Daily