Selfridges has unveiled Selfridges Unlocked, its new loyalty scheme giving holders automatic free shipping on orders over £150, as well as first access to events, services and product launches.
The luxury department store‘s new offer will automatically make a donation to its charity partner Centrepoint on behalf of the customer after each purchase.
Customers can opt in to receive a Selfridges Key QR code which can be downloaded into the holder’s wallet before being used both in-store and online.
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The move was inspired by founder Harry Gordon Selfridge, who offered keys to customers on the store’s opening day back in 1909, to help make them feel “at home” while shopping.
By signing up, customers will have full access to events such as master classes with big beauty names, Selfridges’ first swap shop, early-bird access to film releases and supper clubs alongside special curated experiences in partnership with the Manchester International Festival.
Each time customers shop using their key, they will also be entered into a monthly prize draw giving them the chance to win a day of experiences at Selfridges.
Earlier this month the retailer revealed it would be launching a “Swap Shop” selling secondhand clothes in partnership with fashion rental firm Loanhood.
Customers will be able to exchange their unwanted clothing for stamps, which they can then use to “shop” for new pre-loved clothes.
The Swap Shop will open at The Selfridges Lounge in Oxford Street, London, and will run from 10 to 30 July.
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