Selfridges launches new 'unlocked' membership

Selfridges has introduced a new membership to "unlock the best product launches, events, news and free shipping for everyone".

The scheme, called Selfridges Unlocked, offers customers full access to free shipping on orders over £150, as well as special invites to experience events, services and product launches first.

Each time a member shops using their Selfridges Key, they will be entered into the retailer's monthly prize draw to win a whole day of "extraordinary Selfridges experiences".

It will also allow customers to give back, with a charity donation every time they shop at Selfridges.

The concept was inspired by founder Harry Gordon Selfridge, who in 1909 on the store's opening day, offered keys to the first customers with the wish that they would feel "at home" in Selfridges.

Keyholders can user their Selfridges Key to unlock and enjoy Selfridges across its physical and digital touchpoints.

To access this, customers can "opt-in" to receive a unique QR code, which can be added to a digital wallet.

Members can now sign up for full access to the retailer's summer line-up, including exclusive product launches, masterclasses with the "biggest names in beauty", its first non-transactional swap shop, first look at Selfridges London Corner Shop residencies and more.