H&M reaches 5 million members in UK

H&M is pleased to reveal that its loyalty programme, H&M Membership, has reached 5 million members across its UK market.

H&M Membership first launched in the UK in 2017 under its original name, H&M Club. The loyalty scheme was rebranded in Spring 2019, becoming H&M Membership.

H&M Membership entitles customers to unlock discounts and rewards via a points collection system. Each time a member makes a purchase in store or online using their Membership ID, they collect points relative to their purchase which are added together across the course of a year.

If a customer accrues 300 points or more within a 12-month period, then that customer unlocks Plus Membership, which entitles that customer to a wider selection of membership benefits.

Membership benefits include:

  • Welcome Offer: 10% off your next purchase when signing up to the membership
  • Bonus vouchers for every 100 points to redeem on purchases: 100 points = £3 bonus voucher
  • Free standard delivery when you shop for £20 or more
  • Free Click & Collect
  • Pre-access to limited collections and selected sale
  • Opportunity to enter competitions and access exclusive events, such as a recent pre-shop event for the Giambattista Valli x H&M collection that was open to H&M Members only
  • Pay Later with Klarna

Additionally, the retailer has recently launched H&M Music in the UK, a collaboration developed between H&M UK and music industry partners with the aim of supporting and raising the profile of independent music artists and rising talent, whilst rewarding loyal H&M Members with exclusive events. H&M Music sits as a benefit within the H&M Membership app, and H&M Music gigs are available exclusively to H&M Members. Since launch, H&M has hosted 2 sold-out concerts with their featured artists Gabrielle Aplin in September and Ider in October.

Lisa Hill, Head of Marketing for H&M UK & IE said: “It’s a real testament to the strength of the H&M brand that we’ve been able to build a membership base of over 5 million loyal customers in the UK since we first launched the loyalty programme just two and a half years ago. We know that our members are our most brand-loyal customers, so it’s exciting to have hit this milestone here in the UK. By offering our members genuinely engaging experiences such as exclusive concerts and pre-shop opportunities for our most exciting collections, we’re able to build strong relationships than ever with our most loyal customers.”

H&M Membership has proven so successful in the UK that the retailer is currently looking to expand its team by recruiting for a Loyalty Lead to head up the programme in the UK. The Loyalty Lead will develop, implement and advance the loyalty strategy, and lead a team to plan and deliver local activities for H&M Members

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