Why do the strongest fashion retailers run discovery across every channel a shopper touches? Because relevance shouldn’t stop at the website — the same intelligence that personalizes the storefront can power email, the channel a brand fully owns. ASOS does exactly that, reading rich behavioral signals to surface the right items everywhere.
The result: ASOS’s AI product discovery analyzes viewing patterns, purchases, and wishlists to surface relevant items, driving a 75% increase in email engagement and 25% higher average order value.
Discovery is a multi-channel job#
A shopper’s journey spans the website, the app, and the inbox. Most stores personalize only the website and blast everyone the same email. ASOS extends discovery across channels: the engine that surfaces relevant products on-site also populates each email with items chosen for that recipient. The result is a 75% lift in email engagement — because a personalized email gets opened and clicked where a generic one gets deleted.
The signals ASOS uses are unusually rich: not just purchases, but viewing patterns and wishlist additions, which capture intent a shopper hasn’t acted on yet.
How discovery AI works#
Discovery AI personalizes what each shopper sees based on behavior, and that personalization extends to every channel. It reads signals to predict relevant products and surfaces them on-site and in the inbox.
Three mechanics drive ASOS’s result. The engine reads rich signals — views, purchases, wishlists — to capture intent. It personalizes across channels, applying the same intelligence to email as to the site. And it surfaces relevance everywhere, populating each touchpoint with items the individual is most likely to want.
Why owned-channel discovery is so valuable#
Email’s economics are unbeatable when it works — you own the channel, so the marginal cost is near zero. The gap between a generic blast and a personalized one is the gap between deletion and a click, and ASOS’s 75% engagement lift measures it. The 25% AOV lift compounds the effect, as better discovery surfaces complementary, higher-intent items. Extending discovery into owned channels turns email from a cost into a revenue driver.
What this means for your store#
Your owned channels are underused if discovery stops at the website:
- Extend personalized discovery into email and other owned channels.
- Use rich signals — wishlists, views, saves — to capture intent shoppers haven’t acted on.
- Populate every touchpoint with relevant items to grow engagement and order value.
Email is the channel you own. Personalized discovery is what makes it convert.
Bring discovery AI to your store with CartAmplify#
CartAmplify brings AI-powered discovery across on-site and email to any store — Shopify, dropshipping, or marketplace. The same approach that lifted ASOS’s email engagement 75% and AOV 25%.
Related reading#
- How ASOS Personalizes Feeds with Recommendation AI
- How ASOS Boosted Email CTR 75% with AI Recommendations
- How Decathlon’s AI Discovery Drives 2.5x Conversion
Figures cited from publicly reported ASOS AI case studies. Results vary by catalog, traffic, and implementation.
