Asos has begun testing a feature called Asos Recommendations that will suggest products from brands and categories consumers already shop from.
Customers taking part in the trial completed a survey to find out the products they are interedted in, they are then shown recommendations based on the results. Asos’s service also aims to make recommendtions using data on items shoppers have saved, added to bag and purchased.
Rival Shop Direct said in April last year that it is investing “significant” cash in developing personalisation software as it optimises how it uses its data, with plans to roll out its service within the next 18 months.
eBay is also working with Dressipi to trial a personalised recommendation service for clothing shoppers. The technology uses algorithms to select from clothes available online to suit an individual’s shape, size and brand preferences.