ASOS expands use of Celonis to optimise supply chain operations
Celonis has announced an expanded collaboration with ASOS to optimise the retailer's supply chain operations.
The partnership comes as retailers face pressures from shifting macroeconomic conditions, prompting renewed focus on operational efficiency and cost control. Celonis' Process Intelligence technology is providing ASOS with the capability to monitor and improve key performance metrics across its supply chain, supporting faster and more reliable order fulfilment.
Operational visibility
Through the use of the Celonis Process Intelligence platform, ASOS has connected its end-to-end supply chain, providing full visibility, transparency and accountability. According to Celonis, this approach helps to reduce process variation, increases speed to market, and aims to improve the customer experience.
"ASOS is a prime example of how leading retailers can use Process Intelligence to transform their operations," said Rupal Karia, General Manager for UKI and MEA at Celonis. "With Celonis, ASOS gets unprecedented visibility into its end-to-end supply chain and can identify and act upon opportunities for improvement in real-time. Together, we're unlocking the full potential of ASOS' supply chain to deliver faster, smarter, and more efficient operations at scale."
ASOS is utilising the platform's object-centric process mining technology to link teams across product, inbound supply chain, logistics, outbound delivery and returns functions. The technology is designed to offer a holistic, real-time view of the complete supply chain process — from purchase order through to warehouse placement and delivery to the customer.
Laurence Moore, Head of Strategic Projects, Supply Chain at ASOS, commented, "With Celonis, we've connected our entire supply chain—from intake and inbound to outbound and returns—enabling teams to break down silos, streamline processes, cut costs, and deliver the latest trends to customers faster."
Key areas of improvement
Celonis technology is supporting ASOS across several operational domains. For end-to-end supply chain optimisation, ASOS can now monitor its entire inbound logistics process, tracking thousands of SKUs and containers from the point a purchase order is created to the final warehouse destination. This enhanced visibility enables teams to assess how changes in one area impact other parts of the supply chain.
For returns and carrier performance management, the platform enables tracking of third-party carrier performance and service level agreement (SLA) adherence. Enhanced monitoring of these aspects aims to strengthen ASOS's financial position while improving customer satisfaction.
Upstream and downstream operations are also benefitting from the analytics capabilities. The insights provided help ASOS's commercial and merchandising teams make informed decisions regarding vendor investment and pricing strategies. This, in turn, is intended to support better product planning and pricing accuracy. The same technology enables more proactive customer communication, such as alerting customers to potential delivery or returns delays, with the goal of reducing call centre contact volume and associated costs.
Expansion of process intelligence
ASOS is exploring ways to extend the use of Celonis technology across additional business functions as part of its strategy for long-term digital transformation. This includes potential expansion into purchase-to-pay, order management, IT service management, and warehouse management. The company's intention is to further enhance efficiency, control costs, and maintain a consistently strong customer experience by leveraging real-time monitoring and process analytics.
The expanded collaboration between Celonis and ASOS demonstrates ongoing investment in data-driven process optimisation within the retail sector at a time of rapid change in consumer behaviour and supply chain logistics.
