ASOS renews five-year Microsoft partnership for retail innovation plan


Fin is a former junior editor at TechForge.

British fashion retailer ASOS has signed an agreement with Microsoft that will see Azure remain its preferred cloud platform for the next five years.

Over the past few years, ASOS’ 70-person engineering team has collaborated with Microsoft to build a global customer platform for the company’s 900 hosted brands.

Through Azure and its AI capabilities, ASOS powers its digital platforms and harnesses data-led innovation to cater to its fashionable Generation Z audience.

Scott Guthrie, executive vice president of cloud and AI at Microsoft, said: “Retail is one of the most competitive and dynamic industries in the world. 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.”

With the renewal of their partnership, ASOS will work with Microsoft to launch new projects designed to accelerate its strategic growth plans.

ASOS addressed these plans in a statement: “[We will] focus on unlocking new customer experiences and business capabilities, such as ASOS’ Partner Fulfilment programme, which will expand the range and availability of products, and maximise demand conversion, customer choice and stock availability.”

The company also intends to better leverage AI and machine learning to bring deeper personalisation to customers’ experiences and drive tailored recommendations for the 90,000 products on its site.

Cliff Cohen, CTO at ASOS, said: “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. 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.”

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