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
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.