Premium department store Fortnum & Mason has launched the first membership programme in its entire history.
The retailer has created the Friends of Fortnums programme for its community of food and drink lovers to access a range of offers and exclusive events.
Priced at £100 a year, those who sign up will receive a welcome gift designed exclusively for them, seasonal gifts when shopping online and free next-day delivery on orders over £25.
Customers of Friends of Fortnums can also access tickets for exclusive events and “other little extras” when shopping in-store or at the restaurants across its estate.
The launch follows a successful pilot, using customer insight to enhance and shape the experience. The test focused on product discovery and members were most excited about this part of the offer.
The department store said one of its key brand objectives is to “be more relevant to more people, more often”. It was encouraged by the test results, which showed “clear appetite from membership customers to engage with the brand, more frequently, all year round”.
Benefits of the scheme will change seasonally to ensure members receive the best of what Fortnum & Mason offers throughout the year. Customers can sign up online.
Fortnum & Mason chief executive Tom Athron said: “We have today launched Friends of Fortnum’s in direct response to feedback from our customers who tell us they are seeking a closer connection to the rich storytelling and unforgettable experiences for which Fortnums has become renowned, and who are looking for more reasons to shop and dine with us all year round.
“Having seen the overwhelmingly positive response in the early stages, we’re very excited to bring this unique concept to life.”
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