The Perfume Shop is giving its loyalty scheme a major makeover to offer customers simpler rewards, member-only prices and greater access to exclusive products and events, while gathering deeper insights into shopping behaviours.
The programme, which was launched in 2011 as the Rewards Club and has attracted more than 6 million members, is also now being rebranded The Perfume Club.
The retailer says the move is in response to changing customer expectations, with shoppers increasingly demanding straightforward benefits, clear value and rewards that feel worthwhile.
Under the new regime, members will continue to earn points on purchases, which can be redeemed against future fragrance buys, while they will also receive weekly rotating perks, including brand offers, competitions and special promotions.
Customers will also receive early access to new product launches, promotions and in-store events.
Alongside strengthening customer loyalty, the retailer expects the new scheme to provide more data and insight into members’ purchasing habits, helping it build longer-term relationships and deliver more personalised offers.
The Perfume Shop head of customer Thea Wilson said: “Over the past 14 years our loyalty programme has grown to include a breadth of benefits for our perfume fans. But customer expectations have changed. People want simplicity, clear value, and rewards that feel worth it every time they shop.
“The Perfume Club is designed to do exactly that. We have listened closely to our customers and focused on what matters most to them, especially member pricing and exclusive access.
“This next chapter is about making our community feel part of something special while giving them more reasons to shop their favourite perfumes with us.”
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