Aiming to mix shopping with experiences, the Asos World launch comes seven years after former loyalty programme A-List was discontinued.
Asos has launched its long-awaited Asos World loyalty scheme for UK customers, seven years after its previous A-List scheme was discontinued in 2018.
Asos World will offer early access to edits and collections, priority back-in-stock alerts, invites to exclusive events and early access to sales.
“Our customers want to engage with Asos in a way that goes beyond just shopping,” says head of loyalty Macy Hong. “Asos World creates opportunities for them to connect with the brand, discover new fashion and gain access to exclusive experiences.”
Run through a tiered system, shoppers can move up to different levels once they’ve reach a specific annual spend. The initial ‘Stylist’ level is free to join, with ‘Curator’ level unlocked with a £100 annual spend, ‘Icon’ at a £350 spend and ‘A-Lister’ at a £750 annual spend.
Customers will remain in each tier for a minimum of 12 months, after which their toral spend will reset to £0. The total spend amount excludes returned or cancelled orders, and customers will have to maintain an items returns rate of less than 70% in their five most recent orders.
Last week, Asos cane under fire for cancelling the accounts of customers who have, according to the company, processed too many returns. Shoppers received emails informing them they were banned for breaching the retailer’s fair use policy.
In 2024, Asos began charging a £3.95 fee to customers who made ‘regular’ returns and kept less than £40 worth of items. Asos Premier subscribers, who pay £9.95 a year for access to next day delivery, were told they would need to keep £15 worth of any order.
‘The most exciting place to buy’
The fashion retailer has been testing the Asos World loyalty programme since March, with CEO José Antonio Ramos Calamonte saying in April the scheme was “generating a lot of traction with consumers”.
At the time, he said the programme was being tested with the company’s “most engaged customers”. He added that the vision is for the loyalty programme to become “the most exciting place to buy on the planet”.
The loyalty programme will “continuously evolve” based on customer feedback, as the company looks to increase personalisation and attract new customers through a “frictionless sign-up process and compelling benefits”.
“It’s a programme designed to reward loyalty while staying true to what makes Asos exciting and relevant – a dynamic fashion mix of our own brands and curated selection of partner brands,” says Hong.
Asos previously ran the tiered A-List loyalty scheme, discontinued in October 2018, which rewarded customers with points for every £1 spent. At the time the scheme ended the retailer said it was working on “better ways” to reward loyal customers.
Elsewhere, the company is looking to “rebalance” investment away from performance marketing towards brand and influencer strategies, as sales continue to fall.
