Fortnum & Mason launches ‘first ever’ loyalty scheme to attract more shoppers

Fortnum & Mason has launched its first ever loyalty scheme, as it seeks to widen its appeal to everyday shoppers.

The new ‘membership programme’ – called ‘Friends of Fortnum’s’ and costing £100 a year – will give subscribers access to a selection of curated seasonal food and drink products and gifts, with free next-day delivery, as well as priority access to Fortnum’s events.

Fortnum’s revealed plans to launch the programme during its annual results in January, in order to capitalise on what CEO Tom Athron said was a “desire for a sense of belonging” among its shoppers. Rather than looking to mimic a supermarket loyalty programme, Fortnum’s hoped the programme would act more like a “club” for its “best” shoppers.

The retailer will shake up the benefits available every season, to keep the offer fresh throughout the year. Cryptically, shoppers will also be able to access ‘little extras’ when shopping at Fortnum’s Piccadilly flagship, online and outlet stores. 

Friends of Fortnum’s had been designed to appeal to Fortnum’s “growing community of adventurous customers seeking extraordinary food and drink”, the retailer said.

It said it had tested the proposition with a pool of customers over the past few months. The trial had focused on “product discovery”, which will form a key benefit of the new membership programme.

“We have today launched Friends of Fortnum’s in direct response to feedback from our customers, who 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,” Athron said following the launch.

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

Read more: Fortnum & Mason’s Tom Athron wants the grocer to remain relevant – but not through cutting prices

It is part of Athron’s strategy to make the 318-year-old grocer – which is famous for supplying Buckingham Palace and as a destination for rich tourists – more “relevant” to a wider pool of UK shoppers throughout the year. 

Last year it launched a trio of subscription services, and also began listing 33 of its core food and drink products with luxury on-demand delivery player Zapp. Alongside that it’s been adding more fresh food-to-go options to its Piccadilly flagship store.