John Lewis is making its loyalty scheme available nationwide – after initially only offering it to 75,000 valued customers – five months after hiring Proximity London to handle the programme.
Rolling out to all customers on October 30, the My John Lewis card can be used in-store and online to earn rewards such as free tea and cake in its restaurants, entry into prize draws and other personalised incentives.
Unlike the Tesco Clubcard, it will not be a points-based scheme, but will mirror the MyWaitrose card, which has just been expanded to offer more product discounts.
The John Lewis Partnership, which owns both brands, has been planning to ramp up its data marketing strategy following the appointment of former Lloyds chief Paul de Laat to customer insight director late last year.
John Lewis head of customer marketing Chris Bates said: “We consciously decided not to develop a scheme based on collecting points, and instead offer more immediate rewards, previews and events so that customers can experience the benefits of membership straight away.
“It will also get better over time, as the more we learn about customers, the more we can personalise the experience we give them.”
Both the My John Lewis and My Waitrose schemes were developed by Kitcatt Nohr Digitas, however the agency lost both accounts – to Proximity London and AIS London respectively – following separate pitches which took place earlier this year.
Kitcatt Nohr had held the Waitrose DM business since 2006, picking up the John Lewis account a year later.
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