ASOS has introduced its new loyalty program for UK customers. Named ASOS.WORLD, the program offers early access to new products and sales, priority back-in-stock notifications, and exclusive event invitations.
Customers can join different levels of the program. The first tier, Stylist, is free to join. Upon spending £100 annually, members are upgraded to Curator, followed by Icon at £350 spent, and A-Lister at £700 spent.
The launch of ASOS.WORLD follows a successful trial in March this year. Macy Hong, ASOS Head of Loyalty, stated that the program aims to enhance customer engagement, introduce new fashion trends, and provide access to exclusive experiences.
In response to some users having their accounts closed due to excessive returns, ASOS sent emails notifying them of the closure within 30 days. One shopper, Lucy, expressed frustration, citing the unpredictability of ASOS sizing and the need to order multiple sizes for fit.
ASOS clarified that a small group of customers had their accounts closed for consistently violating the fair use policy. This action is to ensure the ongoing provision of free returns to all customers across core markets.
The company’s decision comes after implementing a £3.95 return charge last year. Consumer rights expert Martyn James explained that retailers have the right to terminate accounts for misuse, including returning items worn or extensively used. Retailers monitor return behaviors to maintain fair policies.
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