What: Fenwick has launched its first-ever loyalty programme, MyFenwick, offering tiered rewards and exclusive experiences both in-store and online.

Why it is important: This launch reflects the industry-wide shift toward personalised, omnichannel loyalty programmes that prioritise experiential rewards over traditional points systems.

Fenwick’s introduction of MyFenwick, its inaugural loyalty programme, signals a significant evolution in the retailer’s approach to customer engagement. The scheme, which is free to join, features green, silver, and gold tiers, allowing customers to earn points through both purchases and active participation with the brand, whether in-store or online. These points can be redeemed for monetary rewards, exclusive events, and unique experiences, with benefits increasing at each tier. The programme’s design emphasises flexibility, enabling members to use rewards on both small and large purchases, and offers tailored perks such as priority event booking, double points around birthdays, and access to experiences with partners like Newcastle United and the British Fashion Council. By integrating digital and physical channels and focusing on experiential value, Fenwick aims to foster deeper loyalty and respond to the changing expectations of luxury consumers, who increasingly seek more than transactional benefits from retail relationships.

IADS Notes: Fenwick’s launch of MyFenwick closely mirrors the strategic shifts observed across luxury retail in the past year. In May 2025, industry leaders such as Selfridges were noted for reimagining loyalty through digital innovation and experiential rewards, moving beyond traditional points-based systems. The tiered, omnichannel approach of MyFenwick reflects the evolution seen in Selfridges’ five-tier programme, while December 2024 research highlighted the growing demand among younger consumers for personalised, experience-driven loyalty. Analyses from April and May 2025 further emphasised the importance of data analytics, community-building, and emotional engagement, all of which are evident in Fenwick’s new scheme. This launch demonstrates how department stores are adapting to sustain relevance and foster deeper customer loyalty in a rapidly changing retail environment.

Fenwick launches first ever loyalty programme