ASOS Launches New Express Shipping Service, ‘Premier’

Launching today, ASOS Premier aims to allow the UK-based fashion pureplay’s products to be delivered within a two day turnaround from the time of transaction.

As an online only operation, ASOS relies on offering great prices and differentiating itself with enhanced delivery capabilities in order to maintain marketshare. This is the key motivator behind Premier, which is designed as a subscription-based express shipping service.

ASOS Premier is similar to the hugely successful Amazon Prime and the more recent attempt by Google to compete, Google Express, entitling customers to fast free shipping and other ‘VIP’ benefits.

ASOS's new delivery service
ASOS has launched a subscription-based express delivery service, Premier.

Premier costs $49 per year, with no restriction on the number of orders a customer can make during this timeframe. ASOS believes that as such, this is an industry first among Australian online fashion retailers.

The company says the two day delivery window will be offered across all Metro areas, whereas regional Australians can look forward to a three day turnaround. However, Premier also affords members with other benefits, including “exclusive discounts and early access to sales”.

Australian Country Manager for ASOS, Sally-Anne Newson says the introduction of Premier is a result of the brand’s ongoing commitment to providing a superior service offering.

Country Manager for ASOS, Sally-Anne Newson
ASOS Australia Country Manager, Sally-Anne Newson.

“ASOS is all about creating an easy, seamless shopping experience for our customers, giving them the opportunity to buy the fashion they want, when and how they want it. The launch of ASOS Premier in this market is a continuation of our commitment to servicing our Australian customers, giving them the widest fashion choice and the speediest deliveries.”

The announcement is also joined by the launch of the brand’s new returns portal, which allows customers to book returns via same day courier collections, or via a flat fee return with Australia Post.

Perhaps even more interesting, is a hint in the ASOS press release that may indicate an impending bricks and mortar outlet opening somewhere on our shores.

“The (returns) portal will also be extended to offer a Store Drop Off service in the coming months, locations will be announced shortly.”

UPDATE: Since publishing this story, an ASOS spokesperson has contacted us to confirm that there won’t actually be an ASOS store opening.

“There is definitely no chance of a bricks and mortar opening,” the spokesperson said. “ASOS will just be creating a relationship with existing physical spaces for a returns drop off.”

Nevertheless, the roll out of this service makes for an interesting addition to the Australian multichannel landscape.

One thought on “ASOS Launches New Express Shipping Service, ‘Premier’

    • Annoyed
    • 20th April

    I had previously loved ASOS, but I had an ASOS premier subscription and it expired, I immediately renewed it, but I had a number of items that I wanted to return but hadn’t got around to returning, and they made me pay for the items to be returned – despite having paid for a new subscription.

    Customer service were not helpful, I previously would have recommended ASOS and ASOS premier, but I no longer would now. They evidently don’t care about their customers very much, even their premier customers.


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