Celonis: The Tech Behind ASOS' Supply Chain Optimisation

In today's challenging retail environment, tech-driven solutions are becoming essential for companies aiming to enhance efficiency, profitability and customer satisfaction.

Among these, supply chain optimisation stands out as a critical strategy.

ASOS is at the forefront of this technological shift through its expanded collaboration with process mining expert Celonis.

The nuts and bolts of ASOS and Celonis’ partnership

Utilising the innovative Celonis Process Intelligence platform, ASOS enhances its supply chain operations for better efficiency.

The platform empowers ASOS with full visibility across its end-to-end supply chain, which is critical for reducing process variations and speeding up time-to-market, ultimately elevating the customer experience.

“ASOS is a prime example of how leading retailers can use Process Intelligence to transform their operations,” says 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.”

Accelerating 'speed to customer' with a process-first approach

In the competitive online fashion market, being quick to fulfil customer needs is essential for success.

By leveraging the Celonis Process Intelligence platform along with object-centric process mining (OCPM) technology, ASOS has created an interconnected and holistic view of its supply chain operations.

This visibility spans from product procurement to doorstep delivery, allowing data-driven insights that support faster and more accurate order fulfilment.

“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,” says Laurence Moore, Head of Strategic Projects, Supply Chain at ASOS.

The application of Celonis' insights extends to multiple operational facets, such as:

• End-to-end supply chain optimisation
  ASOS can now monitor and optimise its entire inbound logistics process, tracking thousands of SKUs and containers from purchase order creation to final warehouse placement.
  This has significantly enhanced visibility across ASOS’ supply chain, enabling teams to see how different processes impact one another.
• Returns and carrier performance management
  ASOS is leveraging Celonis to track third-party carrier performance and SLA adherence.
  This visibility is enabling better tracking of returns and optimising carrier performance management, strengthening its bottom line while enhancing customer satisfaction.
  
• Upstream and downstream operations
  By providing insights into product performance, returns and pricing trends, Celonis helps ASOS’ commercial and merchandising teams make data-driven decisions on vendor investments and pricing strategies, ensuring better product planning. 
  Simultaneously, Celonis enhances customer experience and cost efficiency with the ability to have proactive communication – alerting customers to potential delivery or returns delays before they contact support, reducing call centre volume and operational costs.

Scaling process intelligence across ASOS

As part of a comprehensive digital transformation, ASOS is set to extend the use of Celonis' technology across various business functions.

This includes applications in Purchase-to-Pay, Order Management, IT Service Management and Warehouse Management, aiming to harness real-time process monitoring for continued gains in efficiency and customer service.

This strategic technological collaboration showcases ASOS' commitment to digital transformation, positioning it to maintain agility and competitiveness in the dynamic retail landscape.

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