Selfridges Unlocked, first introduced in 2023, will now also enable consumers to collect digital keys when they visit Selfridges’ destinations and events.
The loyalty scheme will allow members to accumulate points by shopping in the department store, dining at restaurants like The Fount (London) or Fumo (Birmingham), using beauty services, and visiting The Cinema at Selfridges.
These new digital keys, inspired by the fact that the store’s American founder Harry Gordon Selfridge gave keys to the first customers in 1909, are available at Selfridges in London, Manchester and Birmingham.
“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,” said Leonie Foster, chief operating officer at Selfridges.
The membership programme also unlocks product launches, events, news and free shipping for those in the community. It currently has over 1.3 million active ‘Keyholders’.
These Keyholders can move up through levels one, two, and three by spending and engaging with Selfridges. Each level unlocks richer perks.
Members can also become a ‘Very Selfridges Person,’ or VSP, by collecting 200 keys, which recognises both spending and engagement.
VSPs receive benefits such as complimentary car parking and alterations, personalised experiences, a dedicated Selfridges Concierge service, and access to The Selfridges Lounge in London. Selfridges stressed that its Unlocked programme will continue to expand throughout the year, with additional opportunities to earn keys planned.
Bookable Unlocked events this Spring include exclusive, first access to The Selfridges Corner Shop, film clubs and run clubs, speed-dating, book signings, beauty and fragrance masterclasses, panel talks, creative workshops and Easter and Mother’s Day celebrations.
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