Asos rolls out ‘Fit Assistant’ tool powered by machine learning

today Nov 20, 2018
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Asos is trying to reduce its return rates by rolling out a new sizing tool that will provide bespoke size recommendations based on customers’ order history.


Powered by machine learning and fit analytics, the ‘Asos Fit Assistant’ will help online shoppers find the right size, the fashion e-commerce giant said.

In addition to looking at a customer’s history of previous purchases and returns, it will offer shoppers the option to answer three questions to get a more accurate result. This will also help give size recommendations to customers who have never shopped on Asos before.

Like many other fashion e-tailers, Asos deals with hundreds of thousands of returns, as many shoppers choose to buy multiple sizes of the same item to find the right size. And return volumes traditionally increase after the holiday season, with hundreds of shoppers returning or exchanging unwanted Christmas gifts.

Asos’ new sizing tool could help it reduce over-ordering and offer a more accurate size recommendation for customers buying clothing for themselves and friends and family.

Andy Berks, digital product director at Asos commented: “We want to do all we can to make sure our customers are getting the right size, first time. This is where Asos Fit Assistant comes in – we can now offer personalised size recommendations across Asos collections, exclusive labels and fashion favourites. Ultimately, we’re here to make our customers’ lives easier, giving them the confidence to shop with us and minimising the risk of disappointment when their Asos parcel arrives.”

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