The launch campaign, leading with the line “Inviting you in”, features bespoke photography that brings the programme’s benefits to life, and prompts customers to have a closer, more fulfilling relationship with the brand.
In a move away from traditional points-based schemes of coupons and money off incentives, My John Leiws is designed to give customers exclusive benefits and rewards tailored to their interests. It is hoped the scheme will also help John Lewis to understand customers’ shopping behaviour, so they can be rewarded in more personal and relevant ways.
Customers will be able to use the card in both shops and online. Benefits include free tea and cake every month, regular prize draws and invitation to previews and exclusive local events.
Creative developed for the launch campaign include the ‘My John Lewis’ card and welcome pack, point of sale posters and leaflets and direct mail and emails.
Proximity managing director Gabrielle Moss said: “My John Lewis is pioneering the new style of reward programme that benefits both customers and brands alike, and it’s been a pleasure creating the campaign that launches it.”
Earlier this month, 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.”
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