Online clothing giant Asos has incurred the wrath of its most ardent customers by revealing it is to scrap its “A-List” loyalty scheme next month.
The reward programme will end on October 24, two-and-a-half years after it first launched, as part of an overhaul of the company’s loyalty strategy.
Asos launched A-list in 2016, promising loyal shoppers access to exclusive offers as well as a £5 voucher for every £100 spent.
Shoppers could also collect points to access various ‘A-list levels’, which each offered additional rewards like double points, birthday discounts and free next-day delivery.
In an email to customers, the retailer said the decision was made “after careful consideration”, adding that it “remains committed to giving customers the best experience possible”.
However, on social media, the news has gone down like a lead balloon. One customer wrote: “Absolutely fuming. I’ve spent too much too much time and money on that for you to just take it away with no replacement.” Another added: “It makes me want to boycott Asos altogether. Whose dumb idea was that?”
It is not known how the decision will affect other loyalty programmes the company runs, including a scheme which rewards customers for posting reviews of social media.
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