Customer loyalty is high on Fenwick’s agenda beginning this autumn/winter with the department store group going big with its just-launched MyFenwick initiative.

How big? A nationwide ad campaign will span 50 sites across the country delivering 20 million impressions and almost one million households reached through targeted door drops.

Designed to reward customers with points, experiences, and exclusive member benefits across its stores and online, it’s supported by a multi-channel banner campaign ‘Earn Your Stripes’.

The points-based tiered programme (Green, Silver and Gold) allows customers to “collect points through purchases and engagement”. These can then be redeemed through monetary rewards, access to members-only events and experiences, complimentary beauty sampling, priority ticket access, and exclusive brand previews.

Points can be redeemed as money off future purchases across Fenwick. Rewards start from just £2 off for 200 points, £5 off for 500 points, £10 off for 1000 points and so on, “giving customers the flexibility to use their balance for small treats or to save towards something special”. 

As the programme works on a rolling 12-month basis, points earned today remain valid for a full year, encouraging members to use the rewards of their loyalty at a pace that suits them.

All members begin at the Green tier with every tier designed to offer customers a richer experience the more they engage. All can enjoy priority booking for Fenwick events and access to members-only shopping events, while the Silver tier introduces additional rewards such as a birthday one (double points on purchases one week before and one week after a member’s birthday), in-store complimentary beauty sampling, and invitations to exclusive previews including restaurant events, and campaign and product launches.

In addition to triple birthday points and invites to private fashion showcases, MyFenwick’s all-tier-encompassing Gold standard is where members will additionally gain access to exclusive cultural brand experiences with some of Fenwick’s key partners including Newcastle United Football Club, Baltic Centre for Contemporary Art, the British Fashion Council, Greggs, and Glasshouse “offering members unique opportunities to connect with the brands and institutions they love”.

To mark the launch, Fenwick’s created a large-scale projection on the Baltic Centre for Contemporary Art in its flagship city Newcastle. The projection, featuring the ‘Earn Your Stripes’ campaign creative, was accompanied by the illumination of the Millennium Bridge in Fenwick green, “generating a striking visual across iconic landmarks in Fenwick’s place of origin in 1882”.

The wider campaign sees MyFenwick supported by a high-impact national and local campaign “designed to drive awareness and sign-ups across all catchments”.