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Brief Published: 4 Mar 2016

Asos A-List: Tiered Rewards Scheme

UK fashion e-tailer Asos has launched a tiered loyalty programme dubbed the A-List, offering a sliding scale of spending privileges. Shoppers can enrol after placing just one order for any item. For every £1 ($1.40) spent, members receive five points, with 500 equating to a £5 ($7) voucher, valid for six months.

Playfully incentivised, the scheme is divided into four entry points, according to the shopper's level of spending. Entry Level members (newcomers to the scheme) must spend £80 ($111) to reach 400 points in order to graduate to Level 1. This entitles them to rewards including two double-points days per year, a 15% birthday discount and one free next-day delivery.

To graduate to Level 2, shoppers need to spend £200 ($279) or 1,000 points in one transaction – granting them two more double-points days, a second free next-day delivery, and early access to sales, in addition to the Level 1 perks. To reach the highest level, they need to spend £600 ($836), the equivalent of 3,000 points – earning four triple-points days and three additional next-day deliveries, as well as other exclusive offers.

Shoppers receive their points 29 days after their initial purchase, assuming there are no returns.

See also Redefining Consumer Loyalty for Digital Natives, Rethinking the Rewards System and the Social + Loyalty: Layer Up to Add Depth section in Start-Pause-Go: Retail in Hyper-Flow. Also review Personalisation: Products & Rewards in Decoded Milan: Bricks & Bytes.