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.”