ASICS has been promoting the the launch of its eCommerce site in Singapore by creating outdoor activations in the form of vending machines around the island which dispense e-vouchers. Running for eight weeks until May, the vending machines will be popping up at five mystery locations, which will be revealed on ASICS’ social platforms weekly.
ASICS will be posting weekly questions on their vending machines and driving traffic to the new eCommerce site by hosting answers on it. According to the company, Singapore is the first in Southeast Asia to launch ASICS.com and the site will be rolled out later within the region.
With the new site, ASICS.com says it targets “fast consumption generation” in Singapore and aims to strengthen the sports brand’s omni-channel retail strategy. ASICS is also offering the option to either collect their orders directly from the stores or have it delivered straight to their homes, as well as an in-store experience of ASICS.com via the digital tablets placed in selected ASICS stores.
“Shopping habits are constantly evolving today and it is no longer sufficient just to have a brick-and-mortar store. ASICS hopes to enhance our shopping experience with the addition of an eCommerce site,” said managing director of ASICS Asia, Yogesh Gandhi. Through the launch, the company looks to provide avid runners easy access to acquire the latest shoes and a platform to browse for new purchases on the go.
Similarly, PUMA has launched an online store in Singapore earlier this month, along with two new physical stores in Jewel Changi Airport and ION Orchard. As part of the launch, it offers exclusive introductory promotions, as well as limited edition basketball shoes online. PUMA aims to reinforce its status as one of the top sportswear brands with the “biggest footprint” in Singapore, and continues to seek opportunities to expand its reach.
ASICS bridges sports and street culture with new HyperGELseries offerings
ASICS makes a bigger push into performance with new agency appointment
ASICS picks PR and social media partner
ASICS Asia names Roy Lan its regional brand marketing manager