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.