Selfridges widens loyalty scheme to reward time spent in-store

Selfridges is expanding its membership scheme to reward shoppers for their time spent at the retailer’s destinations and events.
Selfridges Unlocked will allow shoppers to collect digital keys, or points, while visiting the department store, eating in its restaurants, such as The Fount or Fumo, visiting the the cinema at Selfridges, or using its beauty services.
The keys, which were inspired by the retailer’s founder Harry Gordon Selfridge giving keys to its first customers in 1909,