Selfridges has broadened its membership programme

For the first time Selfridges is going to reward customers for the time spent in store as well as for what they spend, making it the only membership programme to do so.

The new iteration of Selfridges Unlocked, which first launched in July 2023, means that members will be able to collect digital keys not only when shopping at the store but also when spending time at the Selfridges’ destinations and events.

Points can be accumulated by shopping in store and online, as well as by dining at restaurants including the Brasserie of Light in London and Fumo in Birmingham among others, using beauty services and visiting the cinema and bowling offerings in-store.

The new digital keys are available across the Selfridges portfolio in London, Manchester and Birmingham.

Selfrdiges chief operating officer Leonie Foster 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’m 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.”

To date the Selfridges Unlocked scheme has more than 1.3 million active members who enjoy perks, experiences and exclusive invites.

Members can also become a VSP or “very Selfridges person” by collecting 200 keys as a result of both shopping and engagement.

VSP members also are entitled to complimentary car parking, personalised experiences and have access to both the concierge service and The Selfrdiges Lounge in London.