Waitrose has launched a loyalty card to reward customers and get a greater insight into their shopping habits.

The retailer launched the myWaitrose card yesterday to build on its online member’s club of the same name, which debuted two years ago.

The card will go out to myWaitrose members and Waitrose customers on the John Lewis Partnership card database.  Customers will also be able to sign up online or in-store.

Cardholders are offered rewards and access to exclusive competitions but the scheme is not points-based. The more a customer shops using their myWaitrose card, the more offers they receive.

Ongoing competitions include the opportunity to win free shopping and other money-saving deals such as money off fuel.

The card is being launched in partnership with direct marketing agency Kitcatt Nohr Digitas. It will be backed by a direct marketing campaign.

Waitrose CRM manager Leigh Rengger said: “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.”

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