ASOS knows the consumer experience is key. Utilising AI, data and machine learning, its Style Match image search tool is now available globally.
Last year, ASOS launched Style Match to its UK iOS app users. After strong engagement, Style Match will now be available for ASOS’ 16 million global active customers across its 8 local sites on iOS and Android.
Thanks to AI, customers can take a photo (whether that’s an instagram screenshot, a photo from a magazine, a sneaky snap of a handbag you love on the morning commute to work…), upload it to the app and instantly search through thousands of products to find a similar item.
“Inspiration can strike you anywhere and at any time – whether it’s a photo in a magazine, scrolling through an Instagram feed or even on a local street corner,” said Andy Berks, ASOS’ Digital Product Director. “Now, with just a couple of taps of their mobile device, ASOS customers can capture that fleeting moment and instantly search our 85,000 product lines to find the item that’s inspired them – or similar – at just the right time.”
While the full findings and data from the initial UK launch have not been released, ASOS did report that it is seeing users download images rather than take photos directly. This is an interesting insight into consumer search behaviour.
ASOS has reported that nearly 80 percent of its UK traffic and approximately 70 percent of its UK sales come from mobile. On average, they spend about 80 minutes per month in the ASOS app.
“We know this is where our customers are and it’s how they interact with us every day, so we’re always looking for mobile-native ways to make their experience even better,” said Berks.
Reverse image search is becoming more and more mainstream, with eBay, Amazon and The Iconic all offering visual search tools. AI, machine learning and data science are being used by online retailers to improve the customer experience. Businesses of all sizes (not just the big names) are starting to use data and learnings from consumer trends to incorporate machine learning into their online strategies.
ASOS uses data and customer test groups to continually improve the user experience. It also utilises an AI-powered recommendation engine which uses big data and a smart algorithm to learn customers’ preferences over time.
“Ever since ASOS was founded, we’ve been driven to delight our customers and improve their lives in little ways by using innovation,” Berks added. “But our technology has always been in their service, and never just for its own sake.”