Asos has made a significant change to its category refinement, giving customers the abilty to narrow down their requirements using a very wide selection of criteria.
“It’s impressive,” says Snow Valley’s Sarah Clelland in her blog, The Snow Patrol:
ASOS customers looking for boots, for example, can easily narrow down their search by type, size, colour, price, brand, and celebrity (see below).
You only see what’s available — Cheryl Cole doesn’t appear on the list of celebrities here because they don’t have any boots matching her style. It also instantly reacts to what the customer does — on other sites you specify your criteria and then have to click ‘Go’ or whatever. None of that here.
“I know that ASOS will be rightly proud of this,” says Clelland. “I also know that they’ll already have further improvements in the pipeline for it. Other fashion retailers will be taking note.”