It may seem an unlikely alliance but The Sun is aiming for a major sales boost among Waitrose shoppers after striking a deal to be the first so-called “red top” to join the retailer’s loyalty scheme.
Quite how Holly of Manchester’s self-proclaimed “heavy boobs” will go down among fans of avacado and cous-cous is anyone’s guess, but the News UK tabloid is set to join the Daily Mail, Daily Telegraph, The Times and the Guardian in the MyWaitrose programme. The scheme allows loyalty card members to take get a free paper if they spend £5 on shopping during the week, and £10 on weekends.
Partners involved in the scheme have reportedly seen sales in Waitrose stores nationwide double, or more.
The Sun, which is the first title in the popular market to strike a deal with Waitrose, can expect to see sales climb potentially by in excess of 10,000 per week, according to one estimate.
The MyWaitrose scheme has signed up over 6 million customers since its launch in October 2013, and offers rewards and access to exclusive competitions, but is not point-based.
The retailer recently drafted in point-of-sale marketing specialists Ecrebo to ramp up targeted customer promotions in its stores. As well as providing shoppers with money-off rewards tailored to their shopping habits, Ecrebo’s platform gives consumers offers within new and relevant product categories and provides them with recipe suggestions.
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