Ask Frasers uses AI to interpret product data, including features, availability, and real-time popularity, to deliver tailored responses.
Frasers Group has launched Ask Frasers, an AI shopping assistant on the FRASERS website, designed to improve product discovery and streamline the online shopping experience.
The tool enables customers to search, explore, and compare products using conversational queries, moving beyond traditional keyword-based search.
Ask Frasers uses a context-aware AI system that interprets product data, including features, availability, and real-time popularity signals, to deliver tailored responses based on customer intent.
Since its launch, the assistant has contributed to a 25% increase in sales conversions compared to standard search experiences.
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Key Capabilities
- Conversational product discovery through natural language queries
- Personalised recommendations based on customer preferences
- Real-time product insights, including availability and popularity
- Improved product comparison and decision-making
The assistant allows customers to refine preferences, describe desired outcomes, and receive relevant product suggestions instantly through a simplified interface.
This enables faster product discovery, reduces friction in browsing, and improves the overall shopping experience.
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“At Frasers Group, we are committed to enhancing the customer journey, from discovery through to conversion, by creating innovative solutions that give shoppers a connected, relevant and efficient shopping experience,” said Richard Lallo, Group Head of Customer Marketing, Frasers Group.
“The launch of Ask Frasers marks an important step forward in this mission, enabling us to offer a faster, smarter and more seamless way to shop our premium fashion and lifestyle offering, reinforcing our belief that intelligent technology is shaping the future of retail,” Lallo said.
The launch builds on the brand’s broader transformation strategy, including its repositioning as a premium lifestyle destination and continued investment in AI-driven retail technologies.
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