Celonis and ASOS Deliver a Superior Shopping Experience with Supply Chain Optimization Powered by Process Intelligence

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LONDON, MUNICH AND NEW YORK, June 24, 2025 - Celonis, a leader in Process Mining, today announced an expanded collaboration with ASOS, a global fashion destination, to optimize its supply chain operations. Through the Celonis Process Intelligence platform, ASOS is connecting its end-to-end supply chain to provide full visibility, transparency and accountability, enabling reductions in process variation, increasing speed to market, and improving the customer experience.

“ASOS is a prime example of how leading retailers can use Process Intelligence to transform their operations,” said Rupal Karia, General Manager for UKI and MEA at Celonis. “With Celonis, ASOS gets unprecedented visibility into its end-to-end supply chain and can identify and act upon opportunities for improvement in real-time. Together, we’re unlocking the full potential of ASOS’ supply chain to deliver faster, smarter, and more efficient operations at scale.”

Transforming ASOS’ Supply Chain and Driving “Speed to Customer” with a Process-first Approach

As a leading online fashion retailer, ASOS operates in a highly dynamic and competitive market where speed to customer is a critical differentiator. Leveraging the Celonis Process Intelligence platform and its game-changing object-centric process mining (OCPM) technology, ASOS can connect its product, inbound supply chain, logistics and outbound delivery & returns teams, providing a holistic, real-time view of the full supply chain process—from purchase order to putaway to products on the doorstep. This enables ASOS to gain actionable insights into key supply chain performance metrics, which will help drive faster, more reliable order fulfillment​.

“With Celonis, we’ve connected our entire supply chain—from intake and inbound to outbound and returns—enabling teams to break down silos, streamline processes, cut costs, and deliver the latest trends to customers faster,” said Laurence Moore, Head of Strategic Projects, Supply Chain at ASOS.

Celonis gives ASOS unprecedented insights into key operational areas, including:

  • End-to-End Supply Chain Optimization: ASOS can now monitor and optimize its entire inbound logistics process, tracking thousands of SKUs and containers from purchase order creation to final warehouse placement. This has significantly enhanced visibility across ASOS’ supply chain, enabling teams to see how different processes impact one another​.
  • Returns and Carrier Performance Management: ASOS is leveraging Celonis to track third-party carrier performance and SLA adherence. This visibility is enabling better tracking of returns and optimizing carrier performance management, strengthening its bottom line while enhancing customer satisfaction​.
  • Upstream and Downstream Operations: By providing insights into product performance, returns, and pricing trends, Celonis helps ASOS’ commercial and merchandising teams make data-driven decisions on vendor investments and pricing strategies, ensuring better product planning. Simultaneously, Celonis enhances customer experience and cost efficiency with the ability to have proactive communication—alerting customers to potential delivery or returns delays before they contact support, reducing call center volume and operational costs.

A Vision for the Future: Scaling Process Intelligence across ASOS

As part of its long-term digital transformation strategy, ASOS is exploring ways to expand Celonis across multiple business functions, including Purchase-to-Pay, Order Management, IT Service Management, and Warehouse Management​. With real-time process monitoring, ASOS can further enhance efficiency, reduce costs, and continue delivering an outstanding customer experience.