Huge department store introduces freebies for shoppers including those who don't buy anything - but there's a catch

SHOPPING — Contains affiliated content. Products featured in this Shopping Finder article are selected by our shopping writers. If you make a purchase using links on this page, Dailymail.co.uk will earn an affiliate commission. Click here for more information. Selfridges has unveiled a new loyalty scheme that rewards customers for spending time in their department stores - and they don't need to buy anything.

The company, which was founded in 1909, updated their Selfridges Unlocked programme this week following its initial launch in 2023. The loyalty scheme gives customers the chance to earn Selfridges 'Keys', which unlock VIP experiences at their stores in London, Manchester and Birmingham. Over the past two years, these have included a beauty event hosted by Victoria Beckham at their London Beauty Hall and a Versace catwalk show screening at their new cinema.

Shoppers earn a single 'key' for every £50 they spend - but as part of the new roll-out, Selfridges fans now receive them for spending time in stores and attending free events. There are currently four levels in the Selfridges Unlocked programme, with the highest being VSP - which stands for 'Very Selfridges Person'. On their website, the company outlines how their top-tier loyalty programme members - who have over 200 'keys' - could be someone who spends £10,000-a-year in their stores.

Pictured: Selfridges' London flagship department store, which opened its doors in 1908, on Oxford Street. Alternatively, they could also be a fan who achieved this status by 'booking in to a free skate session at The Bowl 200 times'. In addition, 'keys' can be collected by 'checking in' to Selfridges' bookable events or use the concierge service. What's more, diners at their restaurants (not including food halls) will also earn a 'key' too.

Level One of the programme, which requires 1-39 'keys', gives shoppers early access to book their spot on Selfridges experiences and exclusive sales offers. Once they hit between 40 and 99 'keys', Level Two Selfridges shoppers are given a welcome gift and are entered into a monthly prize draw among other perks. Level Three members are rewarded with another welcome gift, a birthday present, complimentary tea or coffee with every visit, complimentary gift wrapping and additional exclusive 'Keyholder experiences'.

Meanwhile, the top tier keyholders have a dedicated concierge service, access to The Selfridges Lounge in London, complimentary car parking, complimentary in-store alterations, complimentary delivery and priority access to sales. Leonie Foster, Chief Operating Officer at Selfridges, said: 'We’re thrilled to be launching the new version of Selfridges Unlocked, a globally unique membership proposition that rewards customers the more they shop and spend time with us.

The loyalty scheme gives customers the chance to earn Selfridges 'Keys', which unlock VIP experiences at their stores in London , Manchester and Birmingham. Stock photo. 'It’s a real innovation and a first within the industry. It’s free to join and everyone is welcome to become a Keyholder. I’m really excited about how the recognition of time spent with us will help to bring the ever-expanding Selfridges universe to life for our customers.'.

Harry Gordon Selfridge invested £400,000 of his own money in opening a store in the then-unfashionable west end of Oxford Street after visiting London from his native Wisconsin, in the USA. Selfridges & Co went on to become a household name, with Selfridge chairing the company until he was ousted in 1941 after becoming obsessed with twin sisters who were dubbed the Cheeky Girls of their day. When it opened, Selfridges was a shopping marvel unrivalled by other retailers.

The store boasted nine Otis lifts which took customers around more than 100 departments selling everything from swimsuits to fur coats. The central aim was to give people comfort as they shopped. Customers were treated to piped music and the scent of perfume in the air, whilst restaurants allowed shoppers to relax with a plate of food. Selfridges was founded in 1908 by Harry Gordon Selfridge, who plunged £400,000 of his own money into opening a store in the then-unfashionable west end of Oxford Street.

Harry Selfridge also established a school for the young boys and girls who worked for him (pictured in 1920). In 1964 shoppers in the China department of Selfridges store in Oxford Street, London, were in a retail frenzy on the first day of the store's June sale. The store also boasted a hairdressers and manicure service. Harry Selfridge liked to claim that his store helped to 'emancipate' women. 'I came along when they wanted to step out on their own,' he said. 'They came to the store and realised some of their dreams.'.

When it first emerged in 1925, television was demonstrated to the public at Selfridges. As well as the department store chain, Harry Selfridge also established a school for the young boys and girls who worked for him. The Selfridges continuation school opened in 1925 and catered for male and female pupils from 14 to 18, teaching a wide range of classes from reading and writing to cookery, cleaning and sewing.