Selfridges has unveiled a groundbreaking expansion to its loyalty programme that will reward customers not only for their spending but also for time spent in its stores and at events.

The department store announced that its Selfridges Unlocked programme, which launched in 2023 and has over 1.3 million active members, will now allow customers to collect "Keys"—digital loyalty points—for activities such as visiting its in-house cinema, dining at its restaurants, and attending in-person events.

"We're thrilled to be launching the new version of Selfridges Unlocked, a globally unique membership proposition that rewards customers the more they shop and spend time with us," says Leonie Foster, chief operating officer at Selfridges. "It's a real innovation and a first within the industry."

The digital Keys concept draws inspiration from the store's heritage, as founder Harry Gordon Selfridge gave physical keys to the store's first customers in 1909. Members can earn Keys by visiting various Selfridges destinations across London, Birmingham and Manchester, including The Cinema at Selfridges, The Bowl, and restaurants such as Brasserie of Light in London and Fumo in Birmingham.

Members who collect 200 Keys achieve "VSP" (Very Selfridges Person) status, which can be reached either through spending £10,000 annually or through frequent engagement with store activities. VSP benefits include complimentary car parking, alterations, personalised experiences, and access to The Selfridges Lounge in the London store.

The spring programme includes exclusive events such as first access to The Selfridges Corner Shop, film clubs, run clubs, speed-dating events, book signings, and beauty masterclasses. Previous experiences have included meet-and-greets with celebrities such as Claudia Schiffer and Victoria Beckham.

The loyalty scheme is free to join and offers three membership tiers, with increasing benefits at each level. Selfridges has indicated that additional opportunities to earn Keys will be added as the programme continues to expand throughout the year.

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