Fenwick’s new loyalty scheme to reward customers with ‘tailored benefits’

Fenwick has this week launched its first-ever loyalty programme, called MyFenwick, designed to reward customers with points, experiences, and exclusive member benefits across its stores and online.

Supported by a multi-channel campaign under the banner of ‘Earn Your Stripes’, the free to join initiative aims to make shopping at Fenwick more personal and ‘give back’ through a points-based, tiered programme – Green, Silver and Gold – allowing customers to collect points through purchases and engagement.

The points can then be redeemed through monetary rewards, access to members only events and experiences, complimentary beauty sampling, priority ticket access and exclusive brand previews.

Mia Fenwick, Deputy Executive Chair at Fenwick, said: “MyFenwick is a natural extension of our hospitality, designed to recognise and reward our customers with tailored benefits, exclusive access and unique experiences.

“‘Earn Your Stripes’ marks the launch of Fenwick’s first-ever loyalty programme, providing meaningful ways to thank and reward our customers when they join the MyFenwick community.”

All members begin at the Green tier, with every tier of MyFenwick designed to offer customers a richer experience the more they engage.

All members enjoy priority booking for Fenwick events and access to members-only shopping events, while Silver tier introduces additional benefits such as a birthday reward. That gives double points on purchases one week before and one week after a member’s birthday, as well as in-store complimentary beauty sampling and invitations to exclusive previews, including restaurant events and campaign and product launches.

Gold tier members will enjoy triple birthday points and invites to fashion showcases and ‘exclusive cultural brand experiences’ with some of Fenwick’s key partners, including Newcastle United Football Club, the British Fashion Council, the Baltic Centre for Contemporary Art, Glasshouse and Greggs.

Rewards start from just £2 off for 200 points, £5 off for 500 points, £10 for 1,000 points and so on, giving customers the flexibility to use their balance for small treats or to “save towards something special”.

The programme works on a 12-month rolling basis, so points earned today remain valid for a full year.

There are eight Fenwick stores, the flagship in Newcastle - where the department store was founded in 1882 by John James Fenwick – as well as York, Tunbridge Wells, Brent Cross, Bracknell, Canterbury, Colchester and Kingston upon Thames.

Earlier this year, the family-owned department store chain enlisted restructuring experts AlixPartners to help address ongoing financial challenges after years of losses.

That came off the back of Fenwick reporting a pre-tax loss of £28.4 million for the year ending 26 January 2024, blaming the cost-of-living crisis and a changing retail environment for its performance.

The financial struggles of the retailer also previously spurred the sale of its Bond Street flagship store in London’s West End for £430 million in 2022. It used the proceeds to pay into its staff pension fund, repay debt, pay a dividend to family members and invest in its stores and online business.