ASOS launches voice-enabled shopping guide via Google Assistant 

ASOS

ASOS has introduced a Google Assistant experience that gives shoppers the ability to discover new styles using voice technology.

The initiative is an extension of the “Fashionbot” the e-commerce company launched on Facebook Messenger earlier this year, but this time taps into the burgeoning voice interface, which is expected to be worth $40 billion by 2022 in terms of shopping, according to OC&C Strategy Consultants.

Enki, as the ASOS shopping guide is called, gives users access to designs across six of the website’s top womenswear and menswear categories, making them then viewable on smartphones for full exploration and purchase.

All the user has to do to initiate the conversation is say “HeyGoogle, Talk To ASOS” to their Google Home smart speaker or Google Assistant app on Android or iOS. The aim is to help consumers in the US and UK edit down the vast array of products ASOS has available.

Jason Gregory, senior product manager at the company, said: “With 85,000 products on site at any one time, and on average 5,000 new items added each week, it’s more important than ever to make it easy for our customers to stay on top of what’s new on ASOS. With the launch of Enki on Facebook Messenger and now Google Assistant, we’re exploring ways that conversational commerce can help us make the ASOS shopping experience as easy and intuitive as possible.”

On Facebook Messenger, Enki also includes features such as Your Edit, a weekly drop of curated items; Style Match, which enables customers to search using images from the web or captured on their smartphone; and You Might Also Like, which recommends other styles. All are built on machine learning.

This is the first time ASOS has stepped into the voice tech space. Others brands from fashion and beauty, including Perry Ellis and Estée Lauder, have experimented with it ahead of them.

ASOS says it will be using customer feedback from the initial launch to explore ways to refine and enhance the experience over the coming months.

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