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The Grocer: What Asos scrapping its A-List scheme tells us about the future of loyalty

There was plenty of reaction to the recent news that online fashion retailer Asos is abandoning its three-year-old A-List loyalty programme, even though it was popular among those customers who engaged with it. The naysayers said it was proof that loyalty is dead. To solve for this, operators engage with their customers using a variety of tools and channels: loyalty programs, email marketing, social media, gift cards, coupons, advertising, recommendation sites and native mobile apps.

Seize Digital
There was plenty of reaction to the recent news that online fashion retailer Asos is abandoning its three-year-old A-List loyalty programme, even though it was popular among those customers who engaged with it.
 
The naysayers said it was proof that loyalty is dead. Others said it was evidence that the notion of loyalty was at least outdated and could be superseded by a laser focus on providing the best customer experience.

Read the rest of Tim's article in The Grocer here, in which he discusses how loyalty schemes are evolving for our digital age and becoming more valuable to bricks and mortar retailers than to digital pureplays.