ASOS rolls out new loyalty scheme after banning UK shoppers for too many returns
ASOS has rolled out its new loyalty scheme to UK shoppers. ASOS.WORLD gives shoppers early access to new items and sales, as well as priority back-in-stock alerts and invites to events.
There are different levels you can sign up for. The first tier is called Stylist and this is free to join. You'll be upgraded to the Curator when you spend £100 a year, Icon when you spend £350 and A-Lister when you spend £700.
The rollout comes following a successful trial of ASOS.WORLD in March this year. ASOS Head of loyalty Macy Hong said: 'Our customers want to engage with ASOS in a way that goes beyond just shopping.
'ASOS.WORLD creates opportunities for them to connect with the brand, discover new fashion and gain access to exclusive experiences.
'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.'
It comes after ASOS faced backlash after shoppers said their accounts were closed down for making too many returns. ASOS has sent emails to some users, telling them their account will be shut in 30 days.
The email reads: "After reviewing your recent return activity, we've noticed that it no longer aligns with our current policy."
One shopper called Lucy told the BBC: "I probably spend at least £100 a month with ASOS - my latest holiday shop [over several orders] was £500.
"Most of the time I have to order two sizes and then I'll return the one that doesn't fit - and ASOS sizing, especially its own brands, is very unpredictable."
In a statement, Asos told the BBC: "We recently closed the accounts of a small group of customers whose shopping activity has consistently fallen outside our fair use policy.
"This helps us maintain our commitment to offering free returns to all customers across all core markets."
It comes after ASOS started charging £3.95 for returns last year. Consumer rights expert Martyn James recently explained whether ASOS is actually allowed to ban shoppers for making too many returns, in his latest Mirror column.
He said: "Retailers can reserve the right to ditch you if they feel that you are misusing their services. This might include returning items that you've ordered, photographed yourself in on Instagram or TikTok then sent back.
"There are a few isolated incidents where people have tried it on and had a night out in a nice frock with the tags on then shipped the clothes back! Retailers will know you've done this. But this is pretty rare. Looking at returns policies for the main online retailers, a cardinal sin is returning too many items."
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