Profile: Jeremy Gilley

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Waitrose revamps MyWaitrose

Waitrose is revamping its online members club MyWaitrose with additional features.

Customers are now automatically entered into a monthly prize draw to win £250 of Waitrose vouchers, can access exclusive content and events and are being invited join a newly created “reader panel”  in a  bid to get customers more involved with new product development.

The upmarket supermarket is also delving into crowd sourcing and asking members to create a new desert for its “Seriously from Waitrose” range.

MyWaitrose members can submit an idea for a chilled summer dessert  and then vote on 10 finalists. The winning idea will be created and appear on-shelf in Waitrose from 2011.

Waitrose tasked its direct marketing agency Kitcatt Nohr Alexander Shaw to create a campaign to communicate the new benefits of MyWaitrsoe to members. The DM campaign rolls out this week and also includes a coupon for a free sample of the existing Seriously From Waitrose dessert range.

MyWaitrose launched in March 2009 to offer Waitrose shoppers an online community space to share food related ideas and tips. Users can also earn exclusive rewards and experiences.

Paul Hogan, head of direct and local marketing at Waitrose, says: “MyWaitrose is the ultimate club for food lovers, and now it has even more benefits for our members to enjoy. We’re looking forward to seeing their ideas for a new Seriously From Waitrose dessert, one of which will ultimately become a new product for us.”

Readers' comments (12)

  • Pleased to receive 'Seriously dessert' voucher- thank you- but rather taken aback with the illustration on the letter! It bore no resemblance whatsoever to any of the three desserts on offer. Very disappointed that Waitrose did not think to actually illustrate one of the offers, despite the 'blurb'saying more precisely what was available......!

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  • Eaten all duchy shortbread. Quite the best ever. Can we have some more please!

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  • I'm still shocked by the number of customers who request carrier bags. How about introducing a re-usable one with a picture of a dolphin/ sea bird etc. printed with the caption 'I wouldn't be seen dead with a carrier bag'.?

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  • I was very pleased to receive my loyalty card from Waitrose as it is one of my favourite shops.

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  • I have just received my waitrose pack.a good encouragement to continue a long standing relationship with waitrose and john lewis

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  • Why no Black Cherry Jam in the Dalfour range?

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  • have just used mywaitrose loyalty card - a bit disappointed that I had to go via a cashier when I usually scan my self this is not saving time and then I was discounted by a 1p marketing voucher?? I thought it was a joke. Will give it a try of a month or so and hope it improves and is worth using.

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  • Having used the new my waitrose card I find it seriously disrupts flow through the quick check tills. One has to present the card and payment card to assistant which causes hold ups at busy times. Normally all actions are completed without the aid of assistant. Surely Waitrose can come up with a better idea

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  • I also find it strange that Waitrose are unable to devise a 'mywaitrose' card that would enable customers to pass through Quickcheck, without the need to involve an assistant. Surely the barcode could have the requisite information included, to enable scanning with the hand-held scanner. The whole object of Quickcheck was speed through the tills!

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  • Thrilled to receive my Waitrose loyalty card - disappointed that the voucher for the chocolates cannot be used as they are not in store yet! Also, whilst on the subject of stock issues, I often find that the excellent recipes in the Weekend magazine are not able to be used due to one or other item being sold out out. These are not perishable items so surely a larger stock should be ordered in anticipation of the demand. Whilst on the subject : what is the problem with So Good soya milk? This is also out of stock for a week at a time. What a pity should brilliant ideas are flawed by lack of sock.

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