ASOS has introduced a new loyalty program called ASOS.WORLD for UK customers. The program offers early access to new products, exclusive sales, priority back-in-stock notifications, and event invitations.
Customers can choose from different membership levels: Stylist (free), Curator (by spending £100 annually), Icon (by spending £350), and A-Lister (by spending £700).
The launch of ASOS.WORLD follows a successful trial earlier 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 unique experiences.
In response to some users facing account closures due to excessive returns, ASOS notified customers via email about violating return policies. One shopper named Lucy expressed concerns over the unpredictability of ASOS sizing, leading to multiple returns.
ASOS clarified that a small group of customers had their accounts closed for consistently breaching the fair use policy. This action was taken to ensure continued offering of free returns across all core markets.
The company’s decision to charge £3.95 for returns last year has prompted discussions on whether banning customers for excessive returns is permissible. Retail expert Martyn James highlighted that retailers can terminate accounts if they perceive misuse, such as returning items after wearing them for social media posts.
Overall, ASOS’s loyalty program expansion and return policy enforcement reflect its commitment to balancing customer satisfaction with operational efficiency.