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Waitrose launches loyalty card scheme

Waitrose has become the latest retailer to launch a loyalty card programme, which will offer customers access to exclusive competitions and tailored offers.

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The retailer, which launched myWaitrose online membership club two years ago, will send the card to myWaitrose members and customers on the John Lewis Partnership Card database. Customers can also sign up for the programme in-store or online.

The programme differs from most other loyalty schemes, such as Boots, Tesco and Sainsbury’s, which reward customers’ purchases with points. The Waitrose scheme, which has been launched in partnership with direct marketing agency Kitcatt Nohr Digitas, gives cardholders exclusive competitions and personalised offers.

Every month myWaitrose members in each of its stores will have the chance to win back the value of four weeks’ shopping.

Leigh Rengger, CRM manager at Waitrose, says: “Our new myWaitrose card is our way of saying thank you and giving more back to our customers. We want to understand more about the food they love and, as the programme develops, we will be able to give them access to exclusive content, offers and experiences which suit their individual tastes and are really relevant to them.”

The launch of the scheme, which will be promoted through email activity, leaves Marks & Spencer and Asda as two of the biggest retailers without such a programme.

It is the latest initiative that Waitrose has launched to grow its share of the market, following a brand match and value-led advertising.

The loyalty scheme comes shortly after Waitrose launched a discount card to prospective new customers to encourage people to try shopping at its supermarkets.

The “Try Me” cards, which offer a 10% discount, are being sent to a combination of people who live near a Waitrose but might not shop there normally or lapsed shoppers that haven’t visited recently or shop with Waitrose infrequently.

Readers' comments (20)

  • my Waitrose card great idea but please can we have a second one as my husband shares the shopping and we cannot keep up with constantly changing the card over. All the best always found in your stores

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  • It is ages since I applied for my card is there a problem?

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  • I spent £83 for my weekly shop at Waitrose and handed in my "my Waitrose" card but the assistant forgot to scan it and I was told that nothing at all could be done. Now when a situation like this happens it should be possible to remedy the matter and if it can't be done then the system is not fit for purpose.

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  • How do I apply for a card? My local store told me to apply on line. But how?

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  • As above I was told to apply on line but how?

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  • I have had a card for ages but never get any correspondence regarding offers or deals in association with the card which I use on a regular basis in at least three stores. I also would like to get a card for my Mother who uses her Banstead store on a daily basis, but cannot find any link on how to apply. Brill basics, super staff, superior stock, confident choices, BUT well worn out web!!!

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  • I use my waitrose card all the time, but on a couple of occasions the staff have forgotten to scan it. After I asked if it could be remedied a member of staff told me It could not be done! Surely this is not good customer care.

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  • I have shopped at Waitrose for a good 30 years in various stores. The prices nay be a little higher than the larger supermarkets but the stores are just the right size for me and I am happy to buy fresh foods like meat etc without worrying about where it was produced.. The staff are always polite and helpful. If I am a "Waitrose snob" there are plenty of us! Thank you.

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  • this is why sainsburys is better

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  • I was promised vouchers to the value of £15 to spend in Waitrose if I used my card between certain dates, which I did. At time of writing, I have not received any such vouchers?

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