Asos, the U.K.-based global fashion retailer, is advancing its supply chain capabilities by expanding its deployment of the Celonis Process Intelligence platform to achieve end-to-end supply chain visibility. This strategic move aims to enhance transparency, accountability, and operational efficiency from purchase order to customer delivery, addressing the complexities of serving more than 20 million active customers across over 200 markets.
Recognizing speed to market as a vital competitive edge in the fast-paced fashion industry, Asos is leveraging Celonis technology to connect key supply chain functions—including product management, inbound logistics, outbound delivery, and returns. By breaking down traditional operational silos, the retailer is able to streamline workflows, reduce process variations, and accelerate order fulfilment cycles. This integration provides Asos with a holistic, real-time overview of the entire supply chain process, enabling data-driven decisions that improve reliability and responsiveness.
Laurence Moore, head of strategic projects for Asos’s supply chain, highlighted that the implementation has allowed teams to work collaboratively to cut costs and deliver the latest fashion trends to customers more quickly. This technology-driven cohesion is particularly important given the company’s growing footprint, exemplified by its recent launch of a brand-owned pop-up store in the U.S., signalling an expansion strategy beyond its established e-commerce presence. The physical store complements the enhanced supply chain infrastructure by supporting faster fulfilment and local customer engagement in key international markets.
The use of process mining and analytics through Celonis allows Asos to identify bottlenecks, inefficiencies, and disruptions within its supply network. These insights help reduce order fulfilment errors and shorten delivery times, boosting customer satisfaction and underpinning the retailer’s competitive advantage in a sector where speed and reliability are paramount. Furthermore, the platform’s real-time data sharing supports agility in responding to demand shifts and supply constraints, enhancing overall supply chain resilience.
Industry observers note that Asos’s comprehensive approach to integrating its intake, logistics, outbound, and returns functions through advanced digital tools is an exemplar of supply chain transformation in retail. The retailer’s investment in technology aligns with broader trends where transparency and end-to-end visibility are critical to managing complex, global supply chains effectively. By enhancing coordination and operational oversight, Asos positions itself to meet growing customer expectations for fast, dependable service while managing costs and variability in its operations.
In summary, Asos’s expansion of Celonis Process Intelligence represents a significant step in modernizing its supply chain operations. The combination of real-time insights, greater cross-team collaboration, and strategic market expansion underlines the retailer’s commitment to delivering a superior customer experience in a highly competitive global fashion market.
Source: Noah Wire Services
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