Asos 首席执行官 José Antonio Ramos Calamonte 在世界零售大会上向观众表示，随着公司进入下一阶段的增长，该公司将重点关注客户相关性, 全价销售和人工智能驱动的个性化。
Asos CEO José Antonio Ramos Calamonte told an audience at the World Retail Congress it is focusing on customer relevance, full-price selling and AI-powered personalisation as it enters its next phase of growth.
Calamonte 描述了对大批量, 促销主导模式的决定性转变，这种模式定义了在线时尚 流行病热潮的大部分内容。相反，, Asos 正在围绕一种更严格的方法进行重建，重点关注长期, 盈利增长。
Calamonte described a decisive shift away from the high-volume, promotion-led model that defined much of online fashion的 pandemic boom. Instead, Asos is rebuilding around a more disciplined approach focused on long-term, profitable growth.
该战略的核心是重新关注客户: “我们真正希望围绕一个非常简单的想法来实现这种增长，即以客户为中心, 提供最相关的产品和最鼓舞人心的购物体验。”
At the core of that strategy is a renewed focus on the customer: “We wanted really to build this growth around a very simple idea that is customer centricity, offering the most relevant product and the most inspirational shopping experience.”
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这意味着要突破他所描述的�%9覆盖性” 购物者的数字环境, 减少噪音, 改善目标定位并提供更精确的, 及时体验。
That means cutting through what he described as an “overwhelming” digital environment for shoppers, reducing noise, improving targeting and delivering more precise, timely experiences.
“Relevance 是在正确的时间为消费者提供正确的产品, 以正确的价格, 以正确的尺寸, 以正确的交货方式。”
“Relevance is offering our consumer the right product at the right time, with the right price, at the right size, with the right delivery.”
早期迹象表明该策略正在获得关注。 Asos 发现，折扣较少, 的参与度很高，包括以全价, 出售已售完的产品，这增强了客户对持续促销活动中的策划和灵感做出反应的信心。
Early signs suggest the strategy is gaining traction. Asos is seeing strong engagement with fewer discounts, including sell-out product drops at full price, reinforcing confidence that customers will respond to curation and inspiration over constant promotions.
他指出人工智能正在成为整个业务,从运营到客户体验,的关键推动者，强调其在购买,客户服务和工程,等领域日益增长的作用，同时指出其转变个性化的长期潜力。
He noted AI is emerging as a key enabler across the business, from operations to customer experience, highlighting its growing role in areas such as buying, customer service and engineering, while pointing to its longer-term potential to transform personalisation.
“我们’正在通过虚拟试穿,个性化和‘专为您’功能,投入大量精力来改善客户体验,不断推出新工具来改善客户体验。目标是超个性化,，因此每次客户访问 Asos, 时，他们都会感到独一无二。”
“We’re putting a lot of effort into improving the customer experience through virtual try-on, personalisation and ‘just for you features, continually introducing new tools to improve the customer experience. The goal is ultra-personalisation, so every time a customer visits Asos, it feels unique to them.”
他补充说，人工智能正在影响退货率，并改善合身性和尺码决策,，帮助解决在线时尚 最持久的挑战之一。
He added AI is impacting return rates and improving fit and sizing decisions, helping address one of online fashion的 most persistent challenges.
他说, 可能会比一致性和执行力更重要，因为公司希望推动长期参与。
Discounting, he said, will likely become a lesser priority over consistency and execution as the company looks to drive long-term engagement.
“没有快捷方式。这需要时间, 承诺, 卓越, 坚持。”
“There are no shortcuts. It takes time, commitment, excellence, persistence.”
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