Selfridges has announced the launch of a free loyalty scheme which gives users a first look at new events, experiences, and product launches.

‘Selfridges Unlocked’ also gives users, who are called ‘Keyholders’, access to free UK shipping on orders upwards of £150.

Keyholders use their ‘Key’, a QR code which is stored on the Selfridges Unlocked platform and can also be added to the Wallet app, at both in-store and online touchpoints when buying an item. Those who download and use the app will be entered into a monthly prize draw to win a day of experiences at Selfridges, as well as other "surprising, inclusive perks".

The luxury department store said that Selfridges Unlocked is inspired by its founder Harry Gordon Selfridge, who in 1909 on the store’s opening day, offered keys to the first customers with the wish that they would feel “at home” in Selfridges.

The app also gives a charity donation to homelessness charity Centrepoint each time a Keyholder shops.

Selfridges said that customers that sign up now will have full access to its summer line-up which includes global exclusive product launches, masterclasses with "the biggest names in beauty", Selfridges first swap shop, a kid’s holiday camp, early access to book 2023’s biggest new film releases, first look at Selfridges London Corner Shop residencies, supper clubs and special curated experiences in partnership with the Manchester International Festival.

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