Ellen Hammett: Asos A-List’s failure shows you don’t need a loyalty scheme to drive loyalty

Asos is pulling the plug on its A-List loyalty programme today, taking a £2.7m write-down on the three-year-old scheme.
The online retailer says it is a necessary move so it can “get to work on even better ways to reward our loyal customers” and at a more global scale. What that actually means remains shrouded in typical Asos mystery, although it wouldn’t come as a surprise if it involves its wildly popular Premier delivery offer.
A-List worked a bit like Boots’s A