Selfridges widens loyalty scheme to reward time spent in-store

Selfridges is expanding its membership scheme to reward shoppers for their time spent at the retailer’s destinations and events.

Selfridges Unlocked will allow shoppers to collect digital keys, or points, while visiting the department store, eating in its restaurants, such as The Fount or Fumo, visiting the the cinema at Selfridges, or using its beauty services.

The keys, which were inspired by the retailer’s founder Harry Gordon Selfridge giving keys to its first customers in 1909, can be collected by shoppers across London, Birmingham and Manchester.

Unlocked rewards members with events, product launches, news and free shipping, with “keyholders” able to progress through levels one to three for better benefits.

Members who collect 200 keys can become a ‘Very Selfridges Person,’ or VSP, to unlock the best perks at the retailer.

The luxury department store said its loyalty scheme would continue expanding this year, with further opportunities to collect digital keys on the way.

Selfridges chief operating officer Leonie Foster said: “It’s a real innovation, and a first within the industry.

“It’s free to join and everyone is welcome to become a keyholder. I’m really excited about how the recognition of time spent with us will help to bring the ever-expanding Selfridges universe to life for our customers.”

The retailer initially launched its “unlocked” membership scheme in July 2023, granting holders automatic free shipping on orders over £150, and first access to events, services and product launches.

The department store‘s offer automatically made a donation to its charity partner Centrepoint on behalf of the customer following each purchase.

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