Waitrose is expanding its MyWaitrose loyalty programme, with a new pilot that allows shoppers to earn “Little Treats”, The Grocer can reveal.
From 1 September, Waitrose will begin piloting the new offer in 18 of its southern supermarkets. The new rewards will track a shopper’s spend each month, and reward them with money-off vouchers or a free product once they’ve reached spending milestones.
MyWaitrose members will be able to claim three rewards each month, once they spend £50, then £100 and £250 in store or online. The threshold will reset at the end of each month, giving shoppers the ability to earn “dozens” of rewards throughout the year, alongside existing MyWaitrose perks, which includes personalised vouchers and free hot drinks.
Shoppers will need to scan their MyWaitrose card, to track and claim their rewards.
“We’re continually investing in and evolving our MyWaitrose loyalty club for the benefit of our members,” said Waitrose chief customer officer Nathan Ansell.
“Little Treats is a way to regularly remind our growing number of loyal customers just how much we value them. Over the course of a year they could receive many treats and I hope each one reminds them that being a MyWaitrose member means they’re part of a special club of food lovers.”
It’s the latest expansion to the MyWaitrose programme following a range of customer experience changes rolled out earlier this month under a new ‘in-store’ function, also revealed by The Grocer.
Read more: Waitrose’s Nathan Ansell on pushing loyalty and value for money
Reforming loyalty at both Waitrose and John Lewis is a major focus of the John Lewis Partnership’s ongoing turnaround plan. It includes delayed plans to better integrate the two separate MyWaitrose and MyJohn Lewis schemes into a “pan-partnership programme”.
MyWaitrose membership increased by 7% in the past financial year, to more than 4.6 million members. Collectively they redeemed 27 million weekly offers and 13.3 million hot drinks.
Shoppers in participating stores will be invited to take part in the trial from 1 September.
The stores are Amersham, Aylesbury, Banbury, Beaconsfield, Berkhamsted, Brackley, Buckingham, Chesham, Egham, Gerrards Cross, High Wycombe, Leighton Buzzard, Maidenhead, Northwood, Rickmansworth, Ruislip, Thame and Windsor.
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