Selfridges is rewarding customers for time spent in store as well as their spend - here's how

British department store Selfridges has launched a new version of its membership programme, which will reward customers for time spent in store as well as their spend.

First launched in 2023, Selfridges Unlocked is made up of over 1.3 million active 'Keyholders' who enjoy perks, "unlockable"experiences and invites.

From today, in addition to receiving 'Keys' for shopping in-store and online, members can also now collect them for checking in to bookable events and services, and for visiting hero Selfridges destinations including:

• The Cinema at Selfridges
• The Bowl
• The Beauty and Experience Concierge
• Brasserie of Light (London)
• Alto (London)
• The Fount (London)
• Din Tai Fung (London)
• Fumo (Birmingham)
• San Carlo (Manchester Exchange Square)
• San Carlo Champagne Bar (Manchester Trafford)

So, how does it work?

Keyholders will collect a Key when they watch a film, dine in a restaurant, enjoy a cocktail, experience a Selfridges Concierge service or a free skate session, as well as when they participate in bookable events.

Customers who have signed up to the programme 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, book signings, beauty and fragrance masterclasses, panel talks, creative workshops, and more.

Additional opportunities to "check-in" and collect Keys will also be added as Selfridges Unlocked continues to expand and evolve throughout the year.

The more a Keyholder spends and engages with Selfridges, the higher up the levels they move, with levels one, two and three each offering richer perks.

By collecting 200 keys, members can also become a 'VSP' - otherwise known as a 'Very Selfridges Person' - which recognises both spend and time.

VSPs can enjoy complimentary car parking and alterations, a suite of personalised experiences, and have access to a dedicated Selfridges Concierge service and to The Selfridges Lounge in the London store.

Leonie Foster, Chief Operating Officer at Selfridges, said: "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. 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 am 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."