The programme, designed to reward customers for their ongoing engagement, will provide members with exclusive benefits, tailored offers, and early access to events and product launches. Fenwick said the initiative reflects its commitment to building deeper connections with shoppers while modernising its brand for a new generation of consumers.
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GLOBritish department store chain Fenwick has unveiled the first loyalty programme in its 140 years of trading, marking a historic milestone in the retailer’s evolution.
The programme, designed to reward customers for their ongoing engagement, will provide members with exclusive benefits, tailored offers, and early access to events and product launches. Fenwick said the initiative reflects its commitment to building deeper connections with shoppers while modernising its brand for a new generation of consumers.
Modernisation for a Heritage Brand
Founded in 1882, Fenwick has long been known for its premium product ranges and iconic department stores across the UK. The introduction of a loyalty scheme represents a significant step into the digital age for the heritage retailer, offering tools to personalise the shopping experience and better understand customer preferences.
Exclusive Rewards and Experiences
While details of the benefits vary by tier, members will enjoy points-based rewards, personalised promotions, and invitations to private events. Fenwick aims to combine traditional perks with experiential benefits, offering loyal customers more than just discounts by creating a sense of belonging and recognition.
Key Features of MyFenwick
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Tiered structure: The programme has three levels—Green (entry), Silver, and Gold—with each tier offering progressively greater rewards.
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Points earning: Customers earn points through purchases and engagement, redeemable as money off future buys. Points remain valid for 12 months on a rolling basis.
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Rewards and perks: Green members receive priority booking for events and access to members-only shopping. Silver members gain extras such as birthday rewards, complimentary beauty samples, and invitations to exclusive previews. Gold members enjoy all lower-tier perks plus access to cultural partner experiences and private fashion showcases.
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Redemption thresholds: Points can be converted into discounts, such as £2 off for 200 points, £5 off for 500 points, and £10 off for 1,000 points.
Responding to Shopper Expectations
In launching the programme, Fenwick joins a growing list of UK retailers that have introduced loyalty schemes to respond to changing consumer behaviours. Shoppers increasingly expect rewards, recognition, and personalised engagement as part of their retail experience.
A Fenwick spokesperson highlighted that the loyalty programme is a direct response to customer demand: “We’ve been listening closely to our customers, and this programme is designed to celebrate and thank them for choosing Fenwick, while also giving them reasons to keep coming back.”
Looking Ahead
The new loyalty initiative is expected to play a central role in Fenwick’s growth strategy, helping the retailer boost customer retention, increase frequency of visits, and compete more effectively with rivals in the highly competitive UK retail market.
With its first loyalty programme now live, Fenwick is blending its historic legacy with modern retail innovation—offering customers a fresh reason to rediscover the brand.
Source: Fenwick
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