The MyJohnLewis programme was soft launched last summer to 75,000 of what the department store identified as its most valuable customers. It has since expanded in a “modular way” until now, when the scheme is deemed to have reached “critical mass” and will roll out to all customers on 30 October.
Customers can use their MyJohnLewis card in its stores and online to earn rewards such as free tea and cake in its restaurants, entry into prize draws and other personalised incentives.
John Lewis will tailor the way it communicates with MyJohnLewis members about products via direct marketing depending on the information they choose to share with the company as part of the scheme.
Chris Bates, John Lewis head of customer marketing, says: “We consciously decided not to develop a scheme based on collecting points, and instead offer more immediate rewards, previews and events so that customers can experience the benefits of membership straight away. It will also get better over time, as the more we learn about customers, the more we can personalise the experience we give them.”
John Lewis is currently running a multimedia marketing campaign to support the trial of a new click and collect service that allows shoppers to pick up their purchases from Spar, Costcutter and McColl.