ASOS Boosts Supply Chain with Celonis Process Intelligence
'ASOS exemplifies how retailers can harness process intelligence to drive transformative change,' said Rupal Karia, General Manager – UKI and MEA at Celonis. 'With Celonis, they can pinpoint inefficiencies and act on them in real-time, turning complexity into clarity across their value chain.'
A Connected, Real-Time View of Operations
Operating in a fast-paced retail environment where timely delivery is key, ASOS is using Celonis' object-centric process mining (OCPM) to connect its core supply chain functions—including procurement, logistics, warehousing, and returns—on a unified digital platform. This integration provides a granular, real-time view of supply chain performance from the moment an order is placed to the point it arrives at the customer's doorstep.
'With Celonis, we've unified our entire supply chain process, enabling real-time decisions, cross-functional alignment, and ultimately, faster deliveries,' said Laurence Moore, Head of Strategic Projects – Supply Chain, ASOS.
Key Benefits Achieved:
Full-Spectrum Supply Chain Visibility:
ASOS can now track thousands of SKUs and shipments across the lifecycle—from purchase order creation to product putaway. This enhances visibility across functions and allows the brand to understand the ripple effects of operational bottlenecks.
Returns & Carrier Optimization:
Celonis enables ASOS to evaluate the performance of its third-party logistics providers, ensuring that service-level agreements (SLAs) are met. This has helped improve return processes and enhance customer experiences while reducing costs.
Strategic Planning Through Insight:
The platform supports data-driven decision-making for upstream activities like product planning, pricing strategies, and vendor investments. Meanwhile, real-time insights into downstream functions such as delivery performance and returns management allow ASOS to proactively communicate with customers—helping to reduce call center dependency and operational overhead.
The Road Ahead: Expansion Across Functions
Looking forward, ASOS plans to scale the application of Celonis beyond supply chain management to encompass areas like Purchase-to-Pay, Order Management, IT services, and warehouse operations. This expansion is part of ASOS' long-term digital transformation vision to drive operational excellence, control costs, and enhance the customer experience at scale.
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