Selfridges Unlocked Rewards Customers for Shopping as Well as for Using the Retailer’s Experiential Initiatives
Selfridges has announced the introduction of a customer loyalty program that embraces innovative digital technology and leverages the store’s expanding cultural and experiential initiatives.
Through the Selfridges Unlocked program, customers will be able to earn digital “keys” or points not only for making purchases, but also for time spent in their establishments such as The Cinema at Selfridges, their restaurants like The Fount or Din Tai Fung, and using beauty services.
The digital keys can be accumulated at Selfridges locations in London, Manchester, and Birmingham.
Selfridges’ chief operating officer, Leonie Foster, enthused, “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 program offers a chance to participants who amass enough points to experience special events and gain first access to experiences such as the Selfridges Corner Shop, film clubs, and run clubs. Particularly active members who garner more than 200 keys will be deemed a VSP, or a very Selfridges person.
The novel program is influenced by Selfridges’ American founder, Harry Gordon Selfridge, who handed out keys to the inaugural customers when the store debuted in 1909. The customer reward initiative also represents an extension of Selfridges’ increasing investment in exclusivity and one-off partnerships and projects.
