Fenwick Launches MyFenwick Loyalty Program with Nationwide "Earn Your Stripes" Campaign
Fenwick is making customer loyalty a central focus, launching its ambitious MyFenwick initiative this autumn/winter. The department store group is rolling out a significant, nationwide advertising campaign to support this new venture, targeting an impressive 50 sites across the country. This extensive reach is projected to deliver 20 million impressions and connect with nearly one million households through strategically targeted door drops. The entire program is further bolstered by a multi-channel "Earn Your Stripes" banner campaign, emphasizing the core message of customer reward.
MyFenwick is thoughtfully designed to provide customers with a comprehensive array of rewards, including points, unique experiences, and exclusive member benefits accessible both in-store and online. At its heart is a points-based, tiered program comprising Green, Silver, and Gold levels. Customers accumulate points through various purchases and ongoing engagement, which can then be redeemed for a range of valuable benefits. These include monetary rewards, exclusive access to members-only events and experiences, complimentary beauty sampling opportunities, priority access to tickets, and early previews of new brands and collections.
The program offers flexible monetary redemption options, allowing customers to use their accumulated points for immediate gratification or to save for more significant treats. For instance, 200 points can be redeemed for £2 off, 500 points for £5 off, and 1000 points for £10 off, providing a clear and accessible reward structure. Points earned under MyFenwick operate on a rolling 12-month basis, ensuring that members have ample time to utilize their rewards at a pace that suits their individual preferences and needs, fostering sustained engagement.
All customers begin their MyFenwick journey at the Green tier, with each subsequent tier structured to offer progressively richer experiences as engagement increases. Green tier members enjoy fundamental benefits such as priority booking for Fenwick events and exclusive access to members-only shopping events. Advancing to the Silver tier unlocks additional perks, including a special birthday reward – double points on purchases made one week before and one week after a member’s birthday. Silver members also receive in-store complimentary beauty sampling and invitations to exclusive previews, such as restaurant events, campaign launches, and new product introductions.
The pinnacle of the program, the Gold tier, encompasses all the benefits of the lower tiers while adding superior advantages. Gold members receive triple birthday points and invitations to prestigious private fashion showcases. Crucially, this tier grants access to exclusive cultural brand experiences through partnerships with some of Fenwick's most esteemed collaborators, including Newcastle United Football Club, the Baltic Centre for Contemporary Art, the British Fashion Council, Greggs, and Glasshouse. These unique opportunities are designed to offer members unparalleled connections with the brands and institutions they deeply admire.
To dramatically mark the launch of MyFenwick, Fenwick orchestrated a spectacular large-scale projection onto the Baltic Centre for Contemporary Art in its flagship city of Newcastle. This projection prominently featured the "Earn Your Stripes" campaign creative. Complementing this visual spectacle, the iconic Millennium Bridge was illuminated in Fenwick green, creating a striking visual presence across key landmarks in the city where Fenwick first originated in 1882. This high-impact national and local campaign is strategically designed to drive widespread awareness and encourage sign-ups across all of Fenwick's operational catchments.
