Asos has introduced ASOS.WORLD, its new loyalty programme for UK customers, following a successful trial that began in March.
Designed to evolve the way Asos connects with its customers, the scheme offers exclusive benefits and experiences, from early access to collections and priority back-in-stock alerts, to invites to exclusive events and early access to sale.
The programme features four tiers: Stylist is free to join; Curator has an £100 annual fee; Icon is £350 for the year and A-Lister is priced at £750 annually.
The fashion etailer said ASOS.WORLD reflects its continued investment in customer experience and long-term engagement. While the primary goal is to reward loyal customers, the programme is also expected to attract new shoppers, thanks to its frictionless sign-up process and compelling benefits that stand out in a competitive marketplace.
Macy Hong, head of loyalty at Asos, said: “Our customers want to engage with Asos 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 stressed the programme will continue to evolve based on customer feedback, ensuring it stays aligned with how Asos shoppers want to engage with fashion.
Asos was recently named Leading in the UK500 as it is “well placed for growth” following a two-year transformation programme.
Read the Asos company profile in the 11th annual ranking report.
Going beyond simple turnover or traffic, the UK500 measures how these businesses deliver value across the entire retail ecosystem, taking into account evolving consumer behaviour, economic headwinds and disruptive technologies such as AI.
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