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Asos moves early to launch voice shopping with Google as market is poised for growth

Asos has just become one of the earliest fashion retailers to launch voice with Google, so its customers can now browse the latest products across its top categories using just their voice. 

It’s the company’s first step into voice commerce and it said that the growth of smart speakers means it’s an area that’s becoming increasingly important to its customers. 

Not that the company has fought shy of tech in the past and this latest development also builds on its previous work launching fashion chatbot Enki on Facebook Messenger earlier this year.

Customers in the UK and US can start a conversation with Enki by saying “Hey Google, Talk To Asos” to their Google Home smart speaker or Google Assistant app on Android or iOS. 

Using their voice or text, Enki will help them find and shop the latest products across six of the e-tailer’s top womenswear and menswear categories, viewable on their smartphone. The company will be using customer feedback from the initial launch “to explore ways to refine and enhance the experience over the coming months.”

Asos said it’s an important move, citing Comscore’s claim that half of US consumers are using voice tech already and voice shopping is predicted to be worth $40bn by 2022.

Asos senior product manager Jason Gregory said: “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. With the launch of Enki on Facebook Messenger and now Google Assistant, we’re exploring ways that conversational commerce can help us make the shopping experience as easy and intuitive as possible.”

Want to discover more on retail tech? We discussed voice and vision as an emerging customer experience interface in our Retail Priorities 2018 report.

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