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Customer complaints spark delivery charge U-turn from Asos

Published
today Oct 1, 2019
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Asos has backtracked on the price hike it brought in for its Premier Delivery subscribers after customers who were signed up to the service objected to the increase.


Asos


The company had increased the cost of the annual subscription that allows Premier Delivery members to get unlimited free deliveries, the price rising sharply from £9.95 to £14.99. But it said the latest change was a direct result of listening to what shoppers wanted.

It also offered subscribers who had paid the higher price an extra sweetener with a £5 discount code for the next time they shop on the site.

The price rise had been launched  early in August and came as logistics costs continued to weigh heavily on pureplay e-tailers, as well as those multichannel names that have sizeable online businesses.

Asos has been working hard to maximise efficiency and reduce costs in its delivery operation and also suffered a backlash earlier this year when it said it would clamp down on serial returners as a part of this drive.

While the move was an understandable one given that some shoppers over-order with no intention of keeping anything, or wear items once and then send them back, Asos’s response generated plenty of negative publicity for the e-tail giant.

Meanwhile the fast reversal of the subscription charge suggests that it might have had not just a bad PR effect but an impact on sales too. Asos hasn’t commented on that, however.

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