ASOS launches new loyalty scheme after facing backlash over blocking accounts
Called ASOS.WORLD, this loyalty scheme will give shoppers early access to sales and new items, as well as priority to back-in-stock alerts. On top of this, loyal shoppers will be able to gain invites to events.
The scheme is being rolled out across the country after following a successful trial run back in March this year. The fashion retailer hopes that ASOS.WORLD will allow shoppers to engage with the brand in a way that "goes beyond just shopping".
Customers who join the scheme will see that there are a variety of different levels they can sign up for, reports the Mirror. The first level is referred to as Stylist, which is free to join.
From there, shoppers will be able to move up the levels by spending money. If shoppers spend £100 a year, they will be upgraded to the Curator tier. They can then move to the Icon tier when they spend £350 and can become an A-lister when they spend £700.
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."
The roll out of this new loyalty scheme comes after ASOS faced major backlash from shoppers after some found that their accounts had been closed down due to making too many returns.
ASOS sent emails out to select account users which informed them that their account would be shut down in 30 days.
The email said: "After reviewing your recent return activity, we've noticed that it no longer aligns with our current policy."
One customer 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."
However, last year ASOS started charging shoppers £3.95 for returns if they deemed they had a 'frequently high returns rate' and were keeping less than £40 worth of items.
Recently consumer rights expert Martyn James explained if ASOS is actually allowed to ban shoppers for making too many returns.
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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