Asos trials first loyalty scheme

Asos is trialling a loyalty scheme with a small proportion of its customers, giving them the option to earn points every time they spend on the site.

Asos is trialling its first loyalty scheme

The Asos Rewards programme offers users five points for every £1 they spend, with each point worth 1p. That means if a customer spend £60, they’ll earn 300 points worth £3.

Every month, the retailer will convert points into a reward code that can be used on the site. Codes will only be generated in £5 sums, so customers will need to spend at least £100 before they get money off, and they will have to wait 28 days before points are added to their total to allow for returns.

The trial will run for six months with 325,000 Asos customers, who will be asked to give feedback and ways to improve the service. Only customers that have been invited to take part can access the programme.

The move follows the launch in October of AccessAllAsos, a scheme that rewards brand advocates with freebies and exclusive discounts, as it looks to boost engagement with and loyalty to the Asos brand. It was originally open only to a set number of Asos customers that applied to take part, although the retailer is now expanding that to a “few new” users every month.

Asos had 8.2 million active customers as of 28 February up 36 per cent from a year earlier, having successfully tapped into demand for online shopping among young women. Sales in the two months to February climbed 26 per cent to £136.7m.

However, this was below many forecasts and down on the 38 per cent growth in the previous quarter. Asos says it is investing in improving the customer experience and using data analytics to boost growth over the long term.



The Marketing Week

Seb Joseph

Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.


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