Case Study: Selfridges builds a modern loyalty platform with Mindera

Selfridges launches loyalty platform with 200-key rewards using Mindera

Selfridges, an iconic UK retailer, partnered with Mindera to upgrade its loyalty platform, Selfridges Unlocked. The challenge was to build a modern platform that provided greater transparency for customers and rewarded them for both purchases and time spent in-store, moving beyond a standard spend-based loyalty scheme.

Mindera implemented a solution using a modern MACH architecture and a data engineering toolchain with a data build tool and Airflow. This provided near real-time analytics and ensured flexibility and scalability. The result was the successful launch of Selfridges Unlocked 2.0, which introduced NFC technology for customers to tap in and earn keys. The program strengthened customer bonds, encouraged broader engagement with the brand, and became a cornerstone of Selfridges' unified commerce strategy. Mindera's work was integral to the project's seamless delivery and positive customer reaction.

Selfridges