The MyJohnLewis programme was soft launched earlier this summer with 75,000 of what the department store identified as its most valuable customers invited to join the programme.
It is currently being rolled out to its baby department offering customers shopping the category the opportunity to join and receive a range of targeted rewards and promotions.
Craig Inglis, John Lewis marketing director, told Marketing Week that My John Lewis will continue to expand in this “modular” way to other categories and customer groups until it reaches “critical mass”.
Inglis was not able to confirm when the full roll out would be complete but adds that when it does launch across all departments and customer groups it “will be the most interesting thing [John Lewis] has done in a long time.”
Inglis says: “We’re taking a gentle approach to allow us to do things really well and not bite off more than we can chew.
“It’s had a great response so far and the great thing about our shops is that there are lots of opportunities where we can add value to the shopping experience.”
The membership based loyalty scheme has also been built in a way that means eventually it can cross promote with sister retailer Waitrose, which launched its first loyalty scheme, MyWaitrose, last year.
Neither scheme uses points, opting instead to reward customers with added value experiences.
Rewards for MyJohnLewis members range from high profile one off rewards such as tickets to the London 2012 Olympic Games to simple things designed improve the shopping experience such as free tea and cake in store every month.