DIRECT NEWS: Interfocus devises loyalty programme for Selfridges card

Selfridges relaunches its storecard this week with a loyalty scheme offering customers more services around the Oxford Street department store instead of the usual gifts or air miles.

Selfridges relaunches its storecard this week with a loyalty scheme

offering customers more services around the Oxford Street department

store instead of the usual gifts or air miles.



The scheme, devised by Interfocus, is being supported by a targeted

10,000-name mail drop and point-of-sale promotions which carry a new

look devised by the agency. This is based on urban, colour-washed art

shots by the lifestyle photographer, Richard Dunkly.



Designed to boost the 18 per cent of store turnover which currently

comes from cardholders, the new loyalty scheme divides customers into

three groups according to how much they spend.



New accounts automatically become yellow cardholders, moving to silver

if 1,500 points are earned during 12 months and gold for more than

3,000.



Yellow members receive standard benefits including a 10 per cent

discount on four days a year and invitations to events.



The silver tier is eligible for services such as limited free parking

and clothing alterations while gold members’ perks include a personal

assistant who will arrange a customer’s day in the store.



The mail drop targets those customers who have participated in

Selfridges promotions and events during the past nine months but do not

have a credit card.



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