What: Selfridges launches innovative loyalty programme rewarding both spending and experiential engagement through digital 'keys' system across all UK locations.

Why it is important: This development reflects the retail industry's shift toward more sophisticated loyalty strategies that combine digital innovation with experiential rewards to enhance customer lifetime value.

Selfridges has introduced 'Selfridges Unlocked', a new loyalty programme that innovatively rewards customers for both purchases and time spent engaging with the store's experiences. The programme allows members to collect digital "keys" through various activities, including shopping, visiting The Cinema at Selfridges, dining at restaurants and using beauty services. Available across Selfridges locations in London, Manchester, and Birmingham, the free programme offers tiered benefits, with members collecting over 200 keys achieving VSP (Very Selfridges Person) status. Benefits include exclusive access to experiences and events, such as first access to the Selfridges Corner Shop and participation in film and run clubs. The programme's design draws inspiration from founder Harry Gordon Selfridge's tradition of giving keys to the store's first customers in 1909.

IADS Notes: Selfridges' launch of its digital "keys" loyalty programme represents a significant evolution in retail engagement strategy. This aligns with December 2024's industry findings that traditional loyalty programmes are losing effectiveness as consumers increasingly demand personalised, digitally integrated experiences. The programme's innovative approach of rewarding both transactions and experiences mirrors January 2025's strategic focus on exclusive partnerships and immersive retail experiences. The timing is particularly relevant following Harvey Nichols' December 2024 launch of a centralised loyalty platform, demonstrating how luxury retailers are competing to create more sophisticated, experience-driven loyalty programmes that go beyond traditional points-based systems.

Selfridges introduces loyalty programme