Waitrose relaunches customer loyalty programme after doubling investment

The retailer said it will launch the new myWaitrose scheme from February 23, which will give customers “even more personalised offers and discounts” and provide members with “more flexibility, tailored offers and money off their weekly shop”. 

For the launch, all members will get 20% off service counter products “from shopping basket staples through to specialist products from small suppliers”.

The 20% offer will run from until March 14 on cheese, meat, fish and deli counters. From March 15 to April 19, the 20% offer will cover cheese, deli and ‘fish Friday’. 

The new-look scheme will be split into personalised offers and exclusive savings categories awarded on a weekly and monthly basis respectively – with a greater focus on giving value on fresh, seasonal and British products. 

The personalised category offers will differ by customer depending on how often they shop, with vouchers being accessed weekly through the myWaitrose hub, redeemable online or in-store. 

The exclusive savings category will offer rewards across its service counters, with Waitrose keen to encourage customers to buy from “smaller suppliers”. 

Waitrose customer director Martin George said: “We want to reward our customers for their loyalty by giving them even better value without compromising on the taste and quality they expect from Waitrose. Our revamped myWaitrose helps customers save money on the products they buy the most, and also helps support British suppliers on our fresh counters.”

The retailer also said myWaitrose members will continue to receive free copies of Waitrose Food, Health and Drinks magazines, plus discounts on dry cleaning and cookery school courses.