Asos focuses on exclusive benefits and experiences with launch of new loyalty programme for UK customers

Online fast fashion giant Asos has announced the launch of a new loyalty programme for UK customers after a trial earlier this year.

Called ASOS.WORLD, the scheme offers exclusive benefits and experiences such as early access to collections and edits, priority back-in-stock alerts, invites to events and early access to sales.

The loyalty programme will be offered to customers in four tiers:

• Stylist, free to join

• Curator, for customers with a £100 annual spend

• Icon, for customers with a £350 annual spend

• A-Lister, for customers with a £750 annual spend

Asos says the launch reflects its commitment to customer experience and long-term engagement. As well as rewarding existing customers, the pureplay says it hopes to attract new shoppers with the scheme.

The news follows shortly after Asos came under fire for closing customer accounts due to their online returns activity. The change was said to be the result of an update to its fair use policy and followed months after the retailer introduced a £3.95 return fee for UK shoppers it said had previously returned large volumes of products.

Macy Hong, Head of Loyalty at Asos, comments: “Our customers want to engage with us 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.” 

Asos adds that ASOS.WORLD will evolve in response to customer feedback to ensure the scheme “stays aligned with how our shoppers want to engage with fashion”.

2025 RTIH INNOVATION AWARDS

Loyalty programmes will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.