Latest news with #MacyHong
Yahoo
11-07-2025
- Business
- Yahoo
ASOS launches loyalty program as part of turnaround effort
This story was originally published on CX Dive. To receive daily news and insights, subscribe to our free daily CX Dive newsletter. Fashion brand ASOS has launched a loyalty program for customers in the United Kingdom, the company announced last week. The fashion retailer began testing the program in March ahead of the full rollout. The program is divided into four tiers. The first tier, which is free, offers early access to product drops, a 20% birthday discount and access to ASOS' digital stylist, an AI tool that can curate looks for customers with a conversational interface. Members can reach higher tiers based on their annual spend and gain benefits including members-only sales, priority back-in-stock alerts and early access to curated product collections based on certain styles or trends. was designed to attract new shoppers while offering benefits that reward the company's most loyal customers. The company aimed to create a frictionless sign-up process and immediate access to perks to help the retailer stand out. Higher-tier rewards are focused on the experiential side, with top-tier members gaining access to in-person events. 'Our customers want to engage with ASOS in a way that goes beyond just shopping,' Macy Hong, head of loyalty at ASOS, said in a prepared statement. ' creates opportunities for them to connect with the brand, discover new fashion and gain access to exclusive experiences.' Exclusivity may be essential to the program's potential for success. A June 2024 Snappy survey found that access to exclusive merchandise was one of the top features of loyalty programs. Customers also expressed interest in special treatment, including discounts only available to members. The loyalty program is part of a broader emphasis on CX that ASOS CEO José Antonio Ramos Calamonte discussed on a Q2 2025 earnings call in April. Experience is one of the three pillars of the fashion retailer's turnaround strategy, and will play a key role, he said. The company is putting an emphasis on personalization as well, according to Ramos Calamonte. In addition to its AI stylist, the company is working on improving its search and recommendations engine. Still, ASOS has work ahead. Revenue was down 13% year over year in the first half of 2025, according to its most recent earnings report. The drop follows a 16% year-over-year revenue decline in fiscal 2024, according to an annual report. Recommended Reading How retailers can foster loyalty for Black Friday and beyond Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Daily Record
04-07-2025
- Business
- Daily Record
ASOS launches new loyalty scheme after facing backlash over blocking accounts
Fashion retailer ASOS has launched a new loyalty scheme for UK shoppers after facing backlash over blocking accounts they deemed were making too many returns. This scheme will reward shoppers for their loyalty to the brand, as well as keep them up to date with new releases. Called 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 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. " 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."
Fashion Network
03-07-2025
- Business
- Fashion Network
ASOS launches new UK loyalty programme
ASOS has introduced a new loyalty programme for UK customers. Following a 'successful trial' that began in March, is designed 'to evolve the way [we connect with our] customers'. The programme offers 'exclusive benefits and experiences', including early access to edits and collections, priority back-in-stock alerts, invites to exclusive events and early access to sale. The programme features four tiers: Stylist (free to join); Curator (£100 annual spend); Icon (£350 annual spend); and A-Lister (£750 annual spend). ' reflects the brand's continued investment in customer experience and long-term engagement. While the primary goal is to reward loyal customers, the programme is also expected to attract new shoppers, thanks to its frictionless sign-up process and compelling benefits that stand out in a competitive marketplace', the online fashion giant said. Macy Hong, head of loyalty at ASOS, added: 'Our customers want to engage with ASOS in a way that goes beyond just shopping. [This] 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 retailer added that the programme 'will continue to evolve based on customer feedback, ensuring it stays aligned with how ASOS shoppers want to engage with fashion'.
Fashion Network
03-07-2025
- Business
- Fashion Network
ASOS launches new UK loyalty programme
ASOS has introduced a new loyalty programme for UK customers. Following a 'successful trial' that began in March, is designed 'to evolve the way [we connect with our] customers'. The programme offers 'exclusive benefits and experiences', including early access to edits and collections, priority back-in-stock alerts, invites to exclusive events and early access to sale. The programme features four tiers: Stylist (free to join); Curator (£100 annual spend); Icon (£350 annual spend); and A-Lister (£750 annual spend). ' reflects the brand's continued investment in customer experience and long-term engagement. While the primary goal is to reward loyal customers, the programme is also expected to attract new shoppers, thanks to its frictionless sign-up process and compelling benefits that stand out in a competitive marketplace', the online fashion giant said. Macy Hong, head of loyalty at ASOS, added: 'Our customers want to engage with ASOS in a way that goes beyond just shopping. [This] 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 retailer added that the programme 'will continue to evolve based on customer feedback, ensuring it stays aligned with how ASOS shoppers want to engage with fashion'.
Fashion Network
03-07-2025
- Business
- Fashion Network
ASOS launches new UK loyalty programme
ASOS has introduced a new loyalty programme for UK customers. Following a 'successful trial' that began in March, is designed 'to evolve the way [we connect with our] customers'. The programme offers 'exclusive benefits and experiences', including early access to edits and collections, priority back-in-stock alerts, invites to exclusive events and early access to sale. The programme features four tiers: Stylist (free to join); Curator (£100 annual spend); Icon (£350 annual spend); and A-Lister (£750 annual spend). ' reflects the brand's continued investment in customer experience and long-term engagement. While the primary goal is to reward loyal customers, the programme is also expected to attract new shoppers, thanks to its frictionless sign-up process and compelling benefits that stand out in a competitive marketplace', the online fashion giant said. Macy Hong, head of loyalty at ASOS, added: 'Our customers want to engage with ASOS in a way that goes beyond just shopping. [This] 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 retailer added that the programme 'will continue to evolve based on customer feedback, ensuring it stays aligned with how ASOS shoppers want to engage with fashion'.
