Waitrose to reward customers with first loyalty card

Waitrose has launched its first ever loyalty card as part of an extension of the myWaitrose scheme.
Members of the online programme, which launched in 2009, and Waitrose customers on the John Lewis Partnership Card database will now be sent a card providing them with relevant and tailored offers, including money off fuel. Other consumers will be able to access the special offers and exclusive competitions by signing up online or in store.
In addition, each month one myWaitrose cardholder will win back the value of their past month’s shopping, while another will be rewarded with a full year’s worth of Waitrose groceries .
The upmarket grocer said the new loyalty card, which differs from the traditional points-based systems used by Tesco and Sainsbury’s, is the result of research carried out among thousands of UK shoppers to understand how they wanted to be rewarded for their custom.
Leigh Rengger, CRM Manager at Waitrose and former Head of Loyalty at Sainsburys, commented: “Our new myWaitrose card is our way of saying thank you and giving more back to our customers.”
“We want to understand more about the food they love and, as the programme develops, we will be able to give them access to exclusive content, offers and experiences which suit their individual tastes and are really relevant to them.”
The launch of the myWaitrose card was made in partnership with marketing agency Kitcatt Nohr Digitas, and is being backed by a direct marketing campaign.