Two years of Global mobile innovation
re-inventing commerce and content


As the world’s second most popular fashion destination online, and with over 100k items now on sale, ASOS needed to improve product discovery and conversion, along with connecting commerce and content to result in business impact. Global consumers wanted style inspiration from a trusted authority.

  • Commerce
  • Retail
  • Conversion
  • Cross-platform
  • Content
  • Global


We reinvented mobile shopping with a cross-platform adaptive web app called the ASOS Daily Edit, and a smart cross platform content solution for ASOS Magazine. The latter is a proprietary Sitecore Publish-Once-Distribute-Everywhere (PODE) solution available to a global audience of 1M+ across native mobile and tablet, plus desktop web.


The Daily Edit initially launched in the UK in September 2012 to wide industry acclaim. It was said to set the bar for the next generation of mobile commerce engagement. It was the ASOS centrepiece for 2013, whilst the ASOS Magazine was featured by Apple in April 2014, as a new app and has resulted in significant time savings for the ASOS team. These solutions point the way towards the future of multi-channel CRM and content distribution, for the mobile consumer of today.

2m customer records

Apple Featured
the App at launch

Duncan Edwards

Editorial and Design Director, asos

Nimbletank have an instinct for what works on mobile – we are huge fans!

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