‘Phenomenal’ department store to launch new loyalty scheme — but don’t expect discounts

  • london
  • January 15, 2025
  • Comments Off on ‘Phenomenal’ department store to launch new loyalty scheme — but don’t expect discounts
‘Phenomenal’ department store to launch new loyalty scheme — but don’t expect discounts thumbnail

Courtney Pochin


Published January 15, 2025 3:08pm


Updated January 15, 2025 3:08pm

Loyalty schemes aren’t just reserved for supermarkets anymore, a number of other stores have launched their own versions.

And one of the UK’s most famous department stores is also jumping on the bandwagon, albeit in their own unique way.

Fortnum & Mason in London, which is regularly praised in Google reviews as being a ‘magical’ and ‘phenomenal’ place to shop, is planning to launch its own loyalty scheme later this year.

But if you’re expecting discounts and offers on the store’s high-end products, you might not want to get your hopes up, as this membership is going to be rather different from the likes of Tesco Clubcard and Sainsbury’s Nectar schemes.

According to Fortnum’s CEO Tom Athron, the new programme isn’t ‘about discounts or member pricing’, but will offer an ‘elevated’ experience. 

He claims it will create a ‘club’ for loyal shoppers online and in-store, who will be rewarded with priority access to events and services.

‘Our customers are saying to us that they want to be recognised and acknowledged — we’re looking for the right mechanism to do that,’ Tom told The Grocer. 

Not much else is known about the loyalty scheme at present, as certain details are still being worked out, but it’s thought it will likely launch before the end of summer. 

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While you might not be able to save loads of money at Fortnum’s with the upcoming scheme, there are a number of ways to nab great deals and freebies during a day out in London.

Metro recently revealed there’s a clever hack for getting complimentary food and drinks, as well as access to secret off-menu items at some of the city’s best restaurants.

It’s all thanks to a little-known app called Appetite, which first launched in November 2023 and is essentially an all-in-one destination for all your foodie needs. The app has just added a new feature called ‘Treats’ which issimilar to a reward scheme.

The treats available will vary depending on your location, and it’s worth noting that there are some stipulations to follow in order to claim them, such as mimimum spend.

Those wanting to see a show might also be keen to discover more about the ‘secret’ way to bag free theatre and concert tickets. All you have to do is sign up to become a seat filler, and there are a number of different sites and companies you can do this with.

From The Audience Club (which has a £5 membership fee, or is free to join for those with a Blue Light Card), to Central TicketsSeatFillersAJTix, and Show Film First, websites such as these offer last-minute seats and entry to help fill unsold space at events. 

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