ASOS has introduced its latest loyalty program for customers in the United Kingdom. Named ASOS.WORLD, the initiative offers members exclusive perks like early access to new products, special sales, priority back-in-stock notifications, and invitations to events.
The loyalty scheme consists of various membership tiers. Customers can start with the free Stylist level and progress to higher tiers like Curator, Icon, and A-Lister by spending designated amounts annually.
This launch follows a successful trial of ASOS.WORLD earlier this year. Macy Hong, ASOS Head of loyalty, emphasized the program’s focus on enhancing customer engagement beyond mere shopping, providing opportunities to interact with the brand, explore new fashion trends, and access unique experiences.
In response to recent controversies, ASOS has taken action against customers who excessively return items. Some users have received notifications that their accounts will be closed due to not complying with the company’s return policy.
In a statement, ASOS clarified that a small group of customers had their accounts shut down for consistently violating the fair use policy. The brand emphasized its commitment to offering free returns in all core markets.
The move to restrict accounts comes after ASOS implemented a £3.95 return fee last year. Consumer rights expert Martyn James discussed the legality of banning shoppers for excessive returns, highlighting that retailers can enforce such measures if they suspect misuse of their services, including instances of ordering, wearing, and returning items for social media purposes.
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