LONDON — Selfridges is rolling out a customer loyalty program that takes into account not just the money spent at the luxury department store, but also the time.
The Selfridges Unlocked program will allow customers to collect digital “keys,” or points, for shopping; visiting The Cinema at Selfridges; dining at one of the restaurants such as The Fount or Din Tai Fung, and using the beauty services at Selfridges such as By Dr. Vali.
Customers will be able to collect digital keys at Selfridges in London and Manchester.
“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.
Customers who have signed up to the program and who collect enough points will be invited to experiences and events, which include first access to the Selfridges Corner Shop, film clubs and run clubs.
Members who collect more than 200 keys will be called VSP, or a very Selfridges person.
The program is inspired by the store’s American founder Harry Gordon Selfridge, who gave keys to the first customers in 1909 when Selfridges opened.
The membership program is an extension of Selfridges’ focus on exclusivity and one-off partnerships and projects.
Most recently, it welcomed Giorgio Armani into the Corner Shop with pieces from the Emporio Armani spring 2025 line, as well as books, chocolates, red roses and anthurium flowers.
The Italian brand has unveiled an immersive experience at the luxury department store that’s transformed the space with steel walls and light gray concrete columns.
In January, Judd Crane, executive director of buying and brand at Selfridges, said the shop floor will be putting a focus on exclusivity in 2025.
“We’ve seen success by scaling direct to consumer businesses with a focus on exclusivity,” he added.
