They say imitation is the sincerest form of flattery and Asos seems to believe it too, after the online clothing firm revealed it plans to take a leaf out of Marks & Spencer’s book by launching a loyalty scheme which rewards customers for posting up comments on social media.
Just last week, M&S said that customers would be able to gain extra points in its Sparks loyalty programme by posting up reviews on its website. Now, Asos is doing the same by rewarding social engagement alongside purchases.
Mindful of its appeal to customers in their 20s, the company’s new chief executive Nick Beighton claims that Asos’ loyalty scheme is a “beautiful proposition”.
He explained: “It rewards total loyalty. We’re saying, ‘see this beautiful proposition we have, come and get involved and we will reward you accordingly’.”
The company trialled the programme last year with a small number of UK shoppers, who earned five points for every £1 they spent. Each point was worth 5p and shoppers with 500 points could cash them in for a £5 voucher. It also offered birthday discounts, free next day deliveries and exclusive content.
Although the company is coy about when the scheme will be launched officially, Asos Rewards points will be awarded for posting on social media, such as its #asseenonme platform, as well as for interacting with content.
Beighton added: “We have to be awesome on mobile. We have to make the experience more personal to compete with all the other apps and content so that it feels like a best friend recommending you try something new.”
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