Fortnum & Mason, the famous British luxury store, has launched its first loyalty programme in over 300 years. Called “Friends of Fortnum’s,” the scheme offers special benefits to regular customers for a yearly fee. Members will receive a welcome gift, seasonal surprises with every online order, free next-day delivery in the UK for purchases over £25, and early access to exclusive events and experiences.
This new move comes as the company looks to build a closer relationship with its shoppers. Instead of focusing on discounts, the programme is designed to reward loyalty through unique experiences, thoughtful touches, and better service.
The idea was created after many customers asked for a way to feel more connected to the brand. Fortnum & Mason hopes this will encourage people to shop more often, whether online or in-store, and enjoy the full Fortnum’s experience all year round.
It’s a big step for a brand known for tradition, showing that even the oldest names in retail can still find new ways to say thank you.