Fortnum & Mason launches £100 a year loyalty scheme

Upmarket department store Fortnum & Mason is aiming to prove its allure to well-heeled shoppers by shunning the traditional loyalty club practice of luring in consumers with bargain prices; instead its customers actually have to pay £100 a year for the privilege.

The retailer, which opened its doors in 1707 and secured its first Royal Warrant in 1910, has unveiled its first membership scheme, with a difference.

“Friends of Fortnum’s” is an annual programme that gives members a welcome gift and seasonal online shopping treats, but complimentary next-day UK delivery is only available for orders over £25.

Subscribers do also gain access to special event tickets and other perks when shopping instore or dining at its restaurants, however.

As a precursor to the roll out, last July Fortnum’s launched three schemes featuring the retailer’s biscuits, loose leaf teas and jam, available on a monthly basis.

Meanwhile, earlier this year the it entered the on-demand delivery market, launching a service that brings luxury hampers, loose-leaf teas, and premium biscuits straight to the doorsteps of Londoners in minutes.

Through a partnership with rapid delivery app Zapp, the service is available 24/7, allowing customers to enjoy high-end offerings whenever they desire.

Fortnum’s chief executive Tom Athron says the new membership scheme has been launched in direct response to feedback from shoppers.

He added: “Customers tell us they are seeking a closer connection to the rich storytelling and unforgettable experiences for which Fortnum’s has become renowned, and who are looking for more reasons to shop and dine with us all year round.

“Having seen the overwhelmingly positive response in the early stages, we’re very excited to bring this unique concept to life.”