Department store Fenwick has today (10 September) unveiled its first-ever loyalty scheme, MyFenwick, rewarding shoppers with points, experiences and exclusive member benefits both in-store and online.
The free-to-join initiative is built around a tiered, points-based system — green, silver and gold — and is supported by a national multi-channel campaign under the banner “earn your stripes”.
Members can collect points through purchases and engagement, redeemable as money off future Fenwick spends, starting from £2 off for 200 points, £5 off for 500 points, and £10 off for 1,000 points. Points remain valid for 12 months from the date they are earned.
Every customer begins at the green tier, which includes priority booking for Fenwick events and members-only shopping days. Silver tier members gain further perks such as a birthday reward, complimentary beauty sampling and invitations to exclusive previews. Gold tier members benefit from all previous rewards plus triple birthday points, access to private fashion showcases and cultural brand experiences with Fenwick partners.
To mark the launch, Fenwick staged a large-scale projection on the Baltic Centre for Contemporary Art in Newcastle on 9 September, accompanied by the illumination of the Millennium Bridge in the retailer’s signature green.
Mia Fenwick, Deputy Executive Chair, 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.”
Fenwick operates eight department stores across the UK: Bracknell, Brent Cross, Canterbury, Colchester, Kingston, Newcastle, Tunbridge Wells and York.
The launch follows a challenging period for the retailer. Earlier this year, the group appointed restructuring specialists AlixPartners to help tackle mounting financial pressures. Fenwick reported a pre-tax loss of £38.1m for the year to January 2024, after sales fell 5.2%.
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