Department store Fenwick has rolled out a new loyalty programme, called MyFenwick, designed to reward customers with points, experiences, and exclusive member benefits across its stores and online.

Launched today (10 September), the initiative, which is free to join in-store or online, is supported by a multi-channel campaign under the banner “earn your stripes.”

The points-based, tiered programme (green, silver and gold) allows the department store’s customers to collect points via purchases and engagement.

The points can then be redeemed through monetary rewards, access to members only events and experiences, complimentary beauty sampling, priority ticket access, and exclusive brand previews.

The points are redeemable as money off future Fenwick purchases, with rewards starting from £2 off for 200 points, £5 off for 500 points, £10 off for 1000 points and so on.

The programme works on a rolling 12-month basis, meaning that points earned today remain valid for a year.

All members begin at the green tier, with every tier of the scheme designed to offer customers a richer experience the more they engage.

All members receive priority booking for Fenwick events and access to members-only shopping events, while the silver tier introduces additional rewards, including a birthday reward, in-store complimentary beauty sampling, and invitations to exclusive previews.

In addition to triple birthday points and invites to private fashion showcases, gold tier members gain access to exclusive cultural brand experiences with some of Fenwick’s key partners. The gold tier rewards are in addition to all green and silver tier rewards.

To mark the launch, Fenwick created a large-scale projection on the Baltic Centre for Contemporary Art in Newcastle during the evening on 9 September.

The projection, which featured the earn your stripes campaign creative, was accompanied by the illumination of the Millennium Bridge in Fenwick green.

The MyFenwick launch is supported by a national and local campaign designed to drive awareness and sign-ups across all catchments.

Fenwick deputy executive chair Mia Fenwick said: “MyFenwick is a natural extension of our hospitality, designed to recognise and reward our customers with tailored benefits, exclusive access, and unique experiences.

“‘Earn your stripes’ marks the launch of Fenwick’s first-ever loyalty programme, providing meaningful ways to thank and reward our customers when they join the MyFenwick community.”

There are eight Fenwick stores: Bracknell, Brent Cross, Canterbury, Colchester, Kingston, Newcastle, Tunbridge Wells and York.

Earlier this year, the group enlisted restructuring experts from AlixPartners to help address ongoing financial challenges, as it faced mounting losses and cost pressures.

The business reported a pre-tax loss of £38.1m for the year to January 2024, following a 5.2% decline in sales.

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