ASOS introduces new fit finder app feature for customers

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ASOS have launched a new fit finder app feature Fit Assistant akin to a personal shopper to help customers across the world discover the right size.

ASOS Fit Assistant, which is available on the marketplace’s app is designed to work out shoppers’ exact clothing size across the marketplace’s more than 800 clothing sellers. The fit finder works by using machine learning that analyses shoppers’ height, weight and fit preference to identify an individual size.

Shoppers across the globe can now advantage of personalised size recommendations based on shoppers’ history of purchases, returns and browsing.

We want to do all we can to make sure our customers are getting the right size, first time,” he said. “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 customer’s lives easier, giving them the confidence to shop with us and minimising the risk of disappointment when their ASOS parcel arrives.”

-Andy Berks, digital product director at ASOS

These news comes as ASOS have suffered a Black Friday fiasco in the Australian market by disappointing shoppers with no discounted prices for the promotional sale event. Aussie consumers have questioned ASOS AU about the exclusion of their country from the Black Friday sales, and whether the marketplace considers them “people.” The marketplace has put their decision behind removing the joy of Black Friday sales to simply “Australia is not one of [the selected countries]” to benefit from the event’s bargains. This marks a prime example of how a business can lose customer loyalty by neglecting a communication strategy in a seller -customer relationship.

Meanwhile, the marketplace is honing their peak strategy by introducing a fit finder app feature that will see the marketplace’s merchants saving money by reducing consumer returns. But, how accurate will customers find the new sizing tool? Will it live up to their standards?


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