Dive Brief:
- Fashion brand ASOS has launched ASOS.WORLD, a loyalty program for customers in the United Kingdom, the company announced last week. The fashion retailer began testing the program in March ahead of the full rollout.
- The program is divided into four tiers. The first tier, which is free, offers early access to product drops, a 20% birthday discount and access to ASOS’ digital stylist, an AI tool that can curate looks for customers with a conversational interface.
- Members can reach higher tiers based on their annual spend and gain benefits including members-only sales, priority back-in-stock alerts and early access to curated product collections based on certain styles or trends.
Dive Insight:
ASOS.WORLD was designed to attract new shoppers while offering benefits that reward the company’s most loyal customers.
The company aimed to create a frictionless sign-up process and immediate access to perks to help the retailer stand out. Higher-tier rewards are focused on the experiential side, with top-tier members gaining access to in-person events.
“Our customers want to engage with ASOS in a way that goes beyond just shopping,” Macy Hong, head of loyalty at ASOS, said in a prepared statement. “ASOS.WORLD creates opportunities for them to connect with the brand, discover new fashion and gain access to exclusive experiences.”
Exclusivity may be essential to the program’s potential for success. A June 2024 Snappy survey found that access to exclusive merchandise was one of the top features of loyalty programs. Customers also expressed interest in special treatment, including discounts only available to members.
The loyalty program is part of a broader emphasis on CX that ASOS CEO José Antonio Ramos Calamonte discussed on a Q2 2025 earnings call in April. Experience is one of the three pillars of the fashion retailer’s turnaround strategy, and ASOS.WORLD will play a key role, he said.
The company is putting an emphasis on personalization as well, according to Ramos Calamonte. In addition to its AI stylist, the company is working on improving its search and recommendations engine.
Still, ASOS has work ahead. Revenue was down 13% year over year in the first half of 2025, according to its most recent earnings report. The drop follows a 16% year-over-year revenue decline in fiscal 2024, according to an annual report.
