‘Phenomenal’ department store to launch new loyalty scheme — but don’t expect discounts
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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.
![[Fortnum and Mason department store shopping London UK]](https://metro.co.uk/wp-content/uploads/2025/01/GettyImages-1173043334.jpg?quality=90&strip=all&w=646)
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. 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.
