Asos customers to be given personal touch

Sales are up 90% at Asos

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Asos has hired a new IT director to develop an Amazon.com-style web platform for the young fashion etailer.

Asos chief executive Nick Robertson said he planned to develop an intelligent website that would recognise shoppers and pick out products and promotions relevant to them.

"Personalisation is part of our IT programme," said Robertson. "Amazon works with an intelligent platform and knows its customers' browsing habits. For instance, we could offer a promotion to someone who hasn't shopped for six months. As well as having lots of inventory, every customer will have a different experience."

New IT director Gary Mudie, who has joined Asos from book retailer Borders UK, has been given the task of keeping Asos's technology ahead of its rivals.

The etailer reported a 90% sales hike to £81 million for the year to March 31 and it has continued to buck the retail slowdown seen on the high street thanks to the increasing popularity of online shopping.

Separately, Asos plans to ramp up its lingerie and menswear offers. Robertson said lingerie and underwear generated £9.1m worth of sales annually and that it hoped to gain ground on online lingerie rival Figleaves, which has sales of about £25m.

This month, Asos will also launch a twice-yearly menswear magazine to raise its profile with male shoppers. It will be posted to customers and inserted into various men's magazines.