The Perfume Shop has announced a significant refresh to its loyalty scheme, which will relaunch as The Perfume Club from today (13 Jul 2026), aiming to deliver simpler rewards, clearer value and enhanced personalisation to shoppers.

Simplicity, value & personalisation

Already 6 million members strong, the Perfume Shop’s loyalty programme helps customers discover new perfumes alongside offering access to exclusive benefits.

The changes will offer key perks, including points to put towards future purchases, exclusive rewards delivered each week and more engaging experiences, from early access to new releases, promotions and events.

“Over the past 14 years our loyalty programme has grown to include a breadth of benefits for our perfume fans,” Thea Wilson, Head of Customer at The Perfume Shop, commented. “But customer expectations have changed. People want simplicity, clear value and rewards that feel worth it every time they shop.”

Original research of over 1,000 shoppers by RTS revealed that over half (55%) want retailers to do more with their loyalty programmes rather than just offering discounts, with experiences and personalisation now driving consumers’ key loyalty demands. A further 54% now want experience-based perks, while a quarter (28%) said being recognised as a valued customer is just as important as the financial benefits.

The updates to The Perfume Club will also strengthen the retailer’s focus on building long term relationships with customers, using insights and data to better understand how people shop for perfume.

“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,” Wilson added.

Personalisation & AI among key focuses for loyalty

With retailers including M&S, which announced an overhaul to its Sparks programme earlier in April, investing in loyalty, community engagement remains a strategic growth driver.

As many as nine in ten (87%) UK retailers are now investing in customer-first, loyalty-driving initiatives, with many turning to AI as a vehicle for growth, research from American Express reveals.

Its poll of over 500 senior retailers showed almost half (45%) plan to either launch or enhance their loyalty offerings, with two-thirds (64%) of brands believing customers now expect loyalty rewards when shopping.

“From investment in AI-powered personalisation, richer rewards programmes and a broader menu of payment options, merchants are prioritising ways to build lasting customer relationships,” said Dan Edelman, UK GM for Merchant Services at American Express.