Waitrose has started issuing customers with coupons for money off products at John Lewis.
It is the first time the supermarket has offered coupons at the till for its John Lewis Partnership stablemate and comes after the launch in October of a ‘Future Partnership’ plan, which merged the management of the two brands.
“It is one of the ways we are looking at the brands working together more closely,” a spokesman said.
The first pan-partnership coupon, printed on to receipt paper at the checkout, gives £5 off £30 spent on John Lewis nursery and babywear items.
As with other Waitrose receipt-based promotions, it was developed with PoS marketing technology company Ecrebo. Waitrose has worked with Ecrebo since 2015 to offer real-time, personalised promotions that are linked to data from the MyWaitrose loyalty scheme.
The ‘Future Partnership’ plan announcement was followed by a radical shake-up of the group’s leadership structure, with the two brands now managed and operated by a single executive team.
Waitrose and John Lewis’ marketing teams combined as part of the initiative to manage JLP as “a single business – not as two separate business units”.
In November, Waitrose stores in Lincoln and Lymington began offering hundreds of John Lewis lines in integrated displays alongside Waitrose products. Up to 50 shops had been identified to potentially introduce “varying scales of the concept” JLP said at the time.
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