Asos decided to scrap its A-List loyalty programme this week in a supposed necessary move to allow it to get to work on rewarding its customers “even better”.
The online retailer said the four-and-a-half year old scheme had failed to engage customers, who preferred its Premier Delivery service instead.
As far as loyalty schemes go, this one was basic (similar to Boots’s Advantage card) but it wasn’t bad. And it doesn’t mean that simple points-based schemes don’t work.
What it suggests is that Asos has engendered loyalty from its 18.4 million active customers in some other way, which is likely to do with the speed, ease and convenience of the service it offers.
£9.95 will get you free next-day delivery for a whole year, meaning you can order something, try it on and return it within 12 hours. In a world of Ubers and Just Eats, this is an incredibly valuable USP for a retailer.
Does this mean people aren’t loyal to Asos as a brand? Perhaps. The same could be argued for other fast fashion retailers like Missguided and Boohoo. Which raises a bigger question: is good customer experience enough to keep people loyal?
John Lewis customers like to do things on their phones
For us, the key take-out from John Lewis’s annual 2018 retail report was that six people paid £16,500 for a mattress. That, and thong sales have increased by 72%.
For John Lewis, it was probably that mobile has overtaken desktop and tablet for the first time as the most convenient way for customers to browse and shop online.
So much so that JLP declared 2018 the “year of shopping on the move”, with smartphones now accounting for 42% of visits compared to 30% on desktop and 22% on tablet.
But before marketers start throwing all their pounds at mobile, desktop is still the most popular place to actually make purchases (accounting for 51% of sales compared to 22% on tablet and 21% on mobile).
Another sign that mobile optimisation and experience on smaller screens is still not up to scratch. Could 2019 finally be the year marketers get to grips with mobile?
It’s been a long time coming – and given desktop computer sales at John Lewis were down 15% year on year, brands should probably get a move on.
And finally: a sad farewell to the traditional doorknocker, which is being ousted by a new breed of super smart doorbells. It’s OK, doorknocker. Give it 20 years and you’ll be on trend again alongside CDs, DVDs and iPhones #vintage.
Aunt Bessie’s gets rid of Margret and Mabel in £5m marketing push
The ad, created…