Challenge
ASOS Sample Sale operated with a small merchandising function responsible for importing products from the primary ASOS catalogue and making them available on the Sample Sale site. While those products were technically live, a significant proportion of them were effectively invisible to customers because of the quality of the data surrounding them.
Specific issues included:
Inconsistent product data that varied across categories and product types
Weak taxonomy that made it difficult for customers to browse or filter effectively
Limited product attribution, reducing the precision of search and navigation
Poor collection depth, with products sitting in generic categories rather than relevant, curated groups
Hidden inventory that existed in the catalogue but was buried behind inadequate navigation structures
Incomplete navigation hierarchies that failed to surface the full range of available stock
Customers could not easily discover products that were already available for purchase, and revenue was being left on the table as a result.
Solution
fusefabric implemented an Agentic Merchandising methodology focused on improving the operational quality of the ecommerce catalogue, combining AI-driven enrichment and continuous trading loops to transform how the ASOS Sample Sale catalogue performed within weeks.
Product Data Enrichment
AI agents standardised product information across the catalogue, improving taxonomy and enriching product attributes at a scale and speed that would not have been achievable manually.
Collection Optimisation
Products were reorganised into more relevant, curated collections based on the enriched taxonomy. Seasonal collections were strengthened and category depth was significantly improved.
Navigation Improvements
Navigation structures were widened to expose previously hidden inventory, making the path from intent to product shorter and more reliable.
Continuous Trading
Rather than relying on periodic manual merchandising reviews, AI agents continuously evaluated catalogue quality and identified merchandising opportunities as they emerged, turning trading into an ongoing operational capability rather than an occasional exercise.
Result
Within four weeks, ASOS Sample Sale achieved:
+28% conversion rate uplift
+57.5% increase in units sold
+50% growth in organic search sessions
All of it was achieved without increasing marketing expenditure. No paid media uplift, no additional promotional activity, and no expansion of the product range. The gains came entirely from making existing products easier to find.
Hear from ASOS Sample Sale
“The team at fusefabric were accommodating to our needs and what we wanted from the brief. They listened to what we were trying to achieve, but also brought their own expertise to the table, suggesting different approaches and ways of trading based on what they know works. It felt like a really collaborative process, where they understood what we needed but weren’t afraid to challenge us and bring fresh ideas.”
Senior Manager, ASOS Sample Sale UK