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Brief Published: 26 Nov 2018

Organising E-Comm: Asos’ New Wish-List Curation Tool

Asos Boards

E-commerce can be a vast and unruly space. Combatting the chaos, British e-tailer Asos is adding a critical layer of organisation to consumers’ e-commerce experience by adding a tool called Boards to its app – enabling shoppers to categorise their saved items more thoroughly, counteracting lost sales.

Organisational tools for e-tail wish lists are gaining in importance for online shoppers – particularly those buying via mobile, where ever-increasing lists now require better compartmentalisation. For brands, it’s about stopping those saved items simply falling into the retail abyss: according to Asos’ data, 43% of customers use the ‘Save Item’ option on its app and have more than 50 items saved, while some save as many as 500 products for later. An Asos-led Twitter survey revealed that in many instances, consumers use the feature to park goods until they can afford them (although many never return).

The new Boards tool works similarly to Pinterest. When users tap on a product’s heart icon (the usual action for saving a product), they’ll be prompted to select a template – such as ‘Going Out-Out’, ‘Holiday Ensembles’ or ‘Gym Outfits’ – which slots the product into that category. They can even create categories themselves. Consumers who already have items wish listed on the site can go to the general ‘Saved Items’ section and click on those products’ heart icons to transfer them into the new categories.  

With Asos heavily focused on mobile commerce (80% of its UK traffic now comes from mobile), Boards can only be created in the app. Currently, consumers’ favourites can be synced with their desktop lists but not grouped as yet.

Asos’ app has had 10 million downloads, with consumers spending 80 minutes per month on the app on average (Simicart, 2018).

For more on serving consumers on a granular level, see Retail: Personalised Search Filters, Solving Retail’s Search Conundrums and Personalising E-Tail.