The Perfume Shop has made an upgrade to its long-running loyalty scheme to relaunch as “The Perfume Club”.

The retailer said the refreshed programme has been designed to make rewards simpler, more valuable, and easier for customers to enjoy.

It launched today (July 13) with “clearer value, stronger engagement, and a more personalised experience” for its existing 6 million members in mind.

Before the refresh, the scheme has long helped customers discover new perfumes and give access to exclusive benefits, but The Perfume Shop recognised that customer expectations have shifted.

The scheme has now been developed in response to this shift, with the new structure focusing on what its customers value most.

The Perfume Club will include: points earned on purchases that can be redeemed on future buys, weekly rotating perks such as brand offers, competitions, and promotions, as well as early access to new launches and events.

It will also leverage insights and data to have a better understanding of how people shop.

The Perfume Shop head of customer Thea Wilson said: “Over the past 14 years our loyalty programme has grown to include a breadth of benefits for our perfume fans. But customer expectations have changed. People want simplicity, clear value, and rewards that feel worth it every time they shop.

“The Perfume Club is designed to do exactly that. We have listened closely to our customers and focused on what matters most to them, especially member pricing and exclusive access. This next chapter is about making our community feel part of something special while giving them more reasons to shop their favourite perfumes with us.”

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