Winner: myWaitrose Loyalty Launch - Uber Eats Grocery
Hailed as a best-in-class model for the future of loyalty, data and delivery, the Uber Eats x Waitrose loyalty partnership brought the supermarket’s rewards and member pricing into the rapid delivery channel for the first time.
Born from a simple consumer insight (that shoppers wanted the convenience of on-demand delivery without losing in-store loyalty benefits), the initiative launched after being in development for just 10 weeks. Essentially it allows customers to link their MyWaitrose account to Uber Eats, access member-only promotions and earn loyalty points on eligible purchases but it marked the first time member pricing was made available for Waitrose customers on a third-party platform.
By closing the “value gap” between convenience and loyalty, the new scheme delivered significant gains in both customer engagement and spend almost immediately. Since launch, shopper retention rates increased by 11%, while average basket sizes have grown by 13%. The number of linked users also increased by around 30% and now represent a significant double-digit share of all Waitrose orders placed through Uber Eats.
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The introduction of a FOMO mechanic also showed non-members the savings available if they signed up and has proved particularly effective at driving MyWaitrose loyalty registrations while also reinforcing the value of membership.
Judges praised the initiative for solving a genuine customer problem with a technical solution that clearly benefits both partners. One described it as meeting “a need that customers probably didn’t know they had”, while another highlighted the level of trust and collaboration needed for two major brands to work together in such an integrated way.
The panel also applauded its innovation, customer relevance and measurable commercial impact, as well as the strength of the partnership and the seamless customer experience it created. “It feels like a really nice partnership,” said one judge, praising its long-term potential as the “future of grocery”.
Shortlisted:
- Albert Bartlett – Roll on Jersey Royal season. Rebirthing a legend
- Aldi UK – Period poverty
- Birds Eye and Nectar – Nectar Millionaire - A first for frozen
- Kimberly-Clark – Get Comfortable x Andrex
- Uber Eats Grocery – MyWaitrose loyalty launch
- Warburtons – A National Pleasure
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