Selfridges has revamped its membership programme, Selfridges Unlocked, rewarding customers not just for shopping but also for time spent in-store. Members, known as ‘Keyholders’, earn ‘Keys’ by making purchases, attending events, and visiting Selfridges’ destinations. Collecting 200 Keys grants ‘VSP’ (Very Selfridges Person) status, unlocking perks like complimentary alterations, parking and access to The Selfridges Lounge.