Asos customers can now shop with their voice via Google Home

Asos has become one of the first fashion retailers in the UK to launch on Google Assistant.

The online-only fashion platform today revealed its new voice shopping guide, Enki, for customers in the UK and the US.

Users can initiate a conversation by saying “hey Google, talk to Asos” to their Google Home smart speaker to shop the latest products across Asos’ top womenswear and menswear categories, viewable on their smartphone.

This isn’t the first time Asos customers have interacted with Enki. Described by the retailer as the Asos fashionbot, Enki launched on Facebook Messenger earlier this year to help customers discover relevant products. 

In recent months Asos has launched 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’, all built on machine learning to make it easier for customers to navigate the wide range of products on Asos’ site.

“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”, said Asos senior product manager Jason Gregory. 

“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.”

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