The Perfume Shop has relaunched its loyalty programme for six million members in hopes of driving repeat purchases and gathering deeper insights into how customers shop.

The company has renamed the 14-year-old scheme ‘The Perfume Club‘, promising simpler rewards, member-only prices and greater access to exclusive products and events.

Members will continue to earn points on purchases, which can be redeemed against future fragrance buys, while the revamped programme will introduce weekly rotating perks including brand offers, competitions and special promotions.

Customers will also receive early access to new product launches, promotions and in-store events.

The Perfume Shop said it had redesigned the programme in response to changing customer expectations, with shoppers increasingly demanding straightforward benefits, clear value and rewards that feel worthwhile.

Alongside strengthening customer loyalty, the retailer expects the new scheme to provide more data and insight into members’ purchasing habits, helping it build longer-term relationships and deliver more personalised offers.

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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