Asos tests loyalty as axe falls on rewards scheme

Freya Hann, an 18-year-old Asos enthusiast, said the scheme was "Like free money". It already has a Prime-style scheme of its own, Asos Premier Delivery, which is being rolled out to more countries and whose membership grew 55 per cent overall in the first half, and by 38 per cent in the UK. "Customers generally are getting more cynical about discounts and loyalty programmes," said Ms Curran-Usher, while Mr Baldwin said "Simply reducing the cost of goods" was a more compelling proposition. In terms of attracting young customers, social media campaigns are likely to be more cost-effective than a traditional loyalty scheme. Asos has taken a risk by scrapping A-list, but Ms Shuttleworth said it had "Probably got a strong enough customer base and good enough products to get through it". Removing the loyalty scheme "Won't put me off because it is the most reliable company for next-day delivery", said Ms Hann.

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