Waitrose expands web loyalty club

Waitrose is bolstering its attack on the major grocery chains by expanding its online loyalty club into a full-blown scheme, to build a detailed picture of customer shopping habits, as well as offer rewards.
The move sees the myWaitrose online members club, launched in 2009, expanded to retail outlets. The scheme has been devised by the retailer’s long-standing direct agency, Kitcatt Nohr Digitas.
Initially the company will send out the card to myWaitrose members and Waitrose customers on the John Lewis Partnership Card database. Other consumers will be able to sign up online or in stores. The launch is being backed by a direct marketing campaign, both off and online.
Loyalty schemes have witnessed something of a renaissance over the past few years after many companies ditched them as too costly. Waitrose joins recent entrants Superdrug and Holland & Barrett in launching a loyalty programme.
It is understood that the myWaitrose scheme will not be a points-based programme, instead it will give cardholders access to exclusive competitions and offers.
Additionally, one cardholder in each store will win back the value of their past four weeks’ shopping every month, and one will win a full year’s worth of Waitrose groceries.
Waitrose CRM manager Leigh Rengger, who was formerly head of loyalty at Sainsbury’s, said the scheme was a way to thank customers, as well as “understand more about the food they love”.
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