The Perfume Shop relaunches rewards programme to strengthen customer loyalty

The Perfume Shop has relaunched its long-running loyalty programme as The Perfume Club, moving more than six million existing members into a free scheme built around simpler rewards and clearer value.

The programme launches today across the retailer's stores and online operation, replacing its previous Rewards Club. The Perfume Shop, which describes itself as the UK's largest specialist perfume retailer, said the update is designed to create a more personalised membership experience.

Members will earn points on purchases that can be redeemed against future fragrance purchases. The scheme will also offer weekly rotating perks, including brand offers, competitions and exclusive promotions.

Additional benefits include early access to product launches, promotional campaigns and in-store events. Customers who are not already members can join free of charge.

Weekly benefits support repeat engagement

The rotating format gives The Perfume Shop a regular way to encourage members to return to its stores and digital channels, alongside occasional voucher rewards. The programme also retains fragrance discovery as a core part of its proposition through early access and brand-led offers.

Selected products will be available at lower member prices, according to The Perfume Shop's published terms and conditions. These prices may be subject to additional promotional conditions, while detailed rules also apply to earning and redeeming points.

The retailer said the relaunch reflects changing customer expectations as loyalty programmes have become more widespread across retail. It has focused the updated scheme on benefits that are easy to understand and can be used more consistently.

Thea Wilson, Head of Customer at The Perfume Shop, said: "People want simplicity, clear value, and rewards that feel worth it every time they shop. We have listened closely to our customers and focused on what matters most to them, especially member pricing and exclusive access."

Customer data informs personalisation

The Perfume Shop also plans to use insights from the programme to better understand how members shop for fragrance across its physical and digital channels. The retailer said this will help deliver more personalised experiences and build longer-term customer relationships.

Its previous Rewards Club, launched in 2011, offered points, supplier promotions and vouchers for future purchases. The refreshed programme retains the points-based model while placing greater emphasis on weekly engagement, member pricing and early access.

Existing members are being transitioned to The Perfume Club as part of the rollout. New customers can register free of charge online or in stores from 13 July.