How ASOS turned 24 million customers into $77M in new revenue

‍When your customer base spans 200 markets and includes millions of shoppers, personalization isn't just a nice-to-have — it's a necessity. But how do you make it happen at scale?

Simon sat down to speak with Shaghig Babikian, CRM Lead at ASOS, about its journey implementing Simon Data and Braze to transform how they connect with customers. From abandoned carts to loyalty tiers, they've rebuilt their entire approach to data-driven experiences.

Here's what happened when one of fashion's biggest e-commerce players decided to get serious about marketing personalization.

So, what was the breaking point at ASOS that made you choose to overhaul your techstack?

Shaghig: Well, we were facing a pretty massive challenge. Imagine trying to deliver personalized experiences to 24 million active customers worldwide! We operate in over 200 markets with more than 850 brands, and our customers expect relevant content at every touchpoint. We simply couldn't do that manually or with our existing tech stack – we needed something more sophisticated to handle that kind of scale and complexity.

Let’s get into your playbook a bit. What’s making your personalization click?

Shaghig: It's built on three key ingredients. First, we needed to gain a clear view of our customers, so we created a unified customer view that pulls together all their behaviors, transactions, and demographics. 

Second, we got much smarter about segmentation across all our touchpoints and platforms. And third – and this was huge for us – we built a robust automation engine for real-time campaigns that respond to customers' actions. When these three elements work together, that's when the magic happens.

That makes sense. I’m curious — how exactly does Simon Data fit into making all this work?

Shaghig: Simon Data is our data foundation. It provides us with a 360-degree customer view by connecting all our data sources. This allows us to be extremely precise with our targeting. What has been particularly valuable is how it allows us to build highly targeted audiences, not just for CRM but across our paid channels as well. 

The integration with our website and app has been huge – we can now create personalized onsite experiences based on customer segments without constantly having to tap our development teams. That flexibility has been transformative.

Could you provide some examples of the personalized experiences you've created? What cool stuff are you doing with the customer data?

Shaghig: So many! We've created tailored loyalty experiences based on a customer's tier status. We deliver targeted incentives at just the right moment in the shopping journey. We've developed exclusive app features that are accessible only to specific segments. 

Then there are the classics we've improved upon: abandoned cart recovery, reactivation campaigns for customers who haven't shopped in a while, churn prevention for at-risk customers, and special birthday or anniversary moments with offers that genuinely feel relevant to each individual.

How do you get Simon Data and Braze to play nice together? What's that dynamic like?

Shaghig: They're like perfect partners. Simon Data handles all the heavy lifting on the data side – collecting, unifying, and segmenting customer information to create these really smart audiences. It also determines when to trigger actions based on customer behavior. 

Then Braze takes over as our execution platform, orchestrating and delivering messages across email, push notifications, and in-app channels. The native integration between them means everything happens seamlessly – traits sync automatically, and channel actions trigger instantly. This allows us to deliver those real-time, omnichannel experiences without a significant amount of technical overhead.

Let's talk results. What kind of wins are you seeing from all this?

Shaghig: The numbers speak for themselves. We've generated $77 million in incremental revenue year-over-year. We maintain and update 50 million customer profiles daily. We're leveraging 80,000 products to deliver truly personalized recommendations. 

But beyond the numbers, we're seeing much stronger engagement and customer satisfaction because we're finally delivering the kind of relevant experiences people expect from a fashion leader.

What's next on your radar? Where are you taking this strategy from here?

Shaghig: We've built our roadmap around three principles that stem from analyzing what works best: focusing on high-impact initiatives that drive engagement and conversion; finding the right balance between reach, efficiency, and precision; and ensuring every single customer interaction feels personal, relevant, and timely. 

We're mapping all our initiatives across the whole customer journey, from initial reach and conversion to retention and re-engagement. The exciting part is that as our capabilities mature, we can become even more sophisticated in how we use data to create these compelling shopping experiences.