What: Selfridges has reimagined loyalty with its Unlocked program, rewarding both spending and experiential engagement through a flexible, digital “keys” system that reflects a new era of customer relationships in retail.

Why it is important: This model highlights the growing need for retailers to offer personalized, flexible, and experience-driven loyalty strategies as traditional points-based systems lose effectiveness, especially among younger consumers.

Selfridges’ Unlocked loyalty program marks a significant evolution in how retailers approach customer engagement, moving beyond the traditional spend-to-earn model to reward both purchases and experiential participation. By allowing members to collect digital “keys” for activities ranging from shopping and dining to attending events or recycling beauty containers, Selfridges creates a more inclusive and dynamic loyalty ecosystem. The program’s tiered structure, culminating in VSP (Very Selfridges Person) status, can be achieved through a combination of spending and active involvement, making it accessible even to those who do not spend heavily. Built in-house for maximum flexibility, Unlocked enables Selfridges to quickly adapt rewards to new experiences and launches, while also gathering richer customer data. This approach reflects a broader industry trend, as retailers recognize the need to foster emotional connections, community, and personalization to remain relevant. With over 1.3 million active members, Selfridges is setting a new benchmark for loyalty in the digital age.

IADS Notes:

Selfridges’ Unlocked loyalty program exemplifies the retail industry’s shift toward more sophisticated, experience-driven engagement, as documented by WWD (February 2025) and Drapers (May 2025). The program’s innovative use of digital “keys” to reward both purchases and experiential participation—such as events, dining, and in-store activities—mirrors a broader trend among luxury department stores, highlighted by Inside Retail (May 2025) and Fashion Network (May 2025), to blend digital innovation with authentic human connection. BCG (December 2024) and Retail Dive (October 2024) underscore that traditional points-based systems are losing relevance, especially for younger consumers who increasingly expect personalized, mobile-first, and community-oriented rewards. The World Retail Congress (May 2025) further illustrates how leading retailers are learning from airline loyalty models and leveraging community-building to foster deeper relationships. This evolution is driven by the need for richer customer data, flexible program design, and the ability to differentiate in a saturated loyalty landscape, positioning Selfridges as a leader in the next generation of retail loyalty.

What Selfridges Unlocked reveals about the future of retail loyalty