John Lewis and Waitrose are Overhauling Their Loyalty Scheme

Written by Tom Peace

To help boost customers visits to their stores, John Lewis and Waitrose are planning to establish a combined loyalty scheme that will provide customised discounts for members.

The John Lewis Partnership, which owns both the department store and the premium supermarket, has engaged the creators of Tesco's Clubcard, Dunnhumby and loyalty technology experts EagleEye Solutions, to improve their loyalty program and boost performance. A unified loyalty scheme is part of John Lewis' aim to give consumers "even more benefits" next year.

The John Lewis partnership already boasts five million and nine million members in its My John Lewis and My Waitrose schemes, respectively.

Some years ago, John Lewis and Waitrose tested a combined membership card, with 60,000 people joining up. The experiment, however, was halted due to the Covid-19 epidemic.

To ensure success, John Lewis have hired Emily Wells, former head of loyalty strategy at Tesco, to administer the reward programmes. Ms Wells stated that her goal was to push the "loyalty proposition across Waitrose and John Lewis to the next level."

We're excited to see how this program will develop and what innovations will be created. John Lewis and Waitrose create strong loyalty through the quality of service and products, and their separate loyalty schemes already, so it will be interesting to see how the new loyalty program will develop and enhance customer engagement.