ASOS renews Microsoft partnership to improve customer experience

ASOS renews Microsoft partnership to improve customer experience

The retailer will use Microsoft Cloud and Azure for its AI and machine learning capabilities

Elly Yates-Roberts |

Global fashion retailer ASOS has signed a new agreement to use Microsoft’s cloud platform for the next five years.

ASOS, which sells apparel from nearly 900 brands, uses Microsoft Azure’s artificial intelligence (AI) capabilities to power its digital platforms and support new data-led and innovative activities.

The retailer has used Microsoft Cloud to build a customer platform that can predict customer demand, optimise logistics and achieve operational efficiencies.

The renewed partnership allows ASOS to continue leveraging AI and machine learning for deeper personalisation of customer experience.

“Over the past few years, we’ve rebuilt our technology platform to ensure we have the foundations in place to support a truly global business,” said Cliff Cohen, chief technology officer at ASOS. “As we embark on our next phase of growth, we see Microsoft as a critical partner that is trusted and can provide a comprehensive set of cloud and AI solutions as a key enabler for evolution of our customer offering, particularly in delivering new business capabilities to support our growth strategy and embedding data-driven insights across our business.”

Through the renewed partnership, ASOS can continue its Partner Fulfilment programme by expanding the range and availability of products. It can also maximise demand conversion, customer choice and stock availability.

“Retail is one of the most competitive and dynamic industries in the world,” said Scott Guthrie, executive vice president of cloud and AI at Microsoft. “By harnessing the power of the Microsoft Cloud and its AI capabilities, ASOS will be able to better meet customer demand, provide greater product availability, and deliver more seamless and personalised digital experiences.”

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