Waitrose has shaken up its loyalty scheme by introducing tailored vouchers and personalised offers which will replace its ‘Pick Your Own’ deal.
As of 8 February 2018, myWaitrose customers who use their loyalty card in-store or online will start to receive regular tailored vouchers and personalised offers, which reflect what they have bought most, by post and at the checkout.
How customers receive vouchers will depend on how they asked to be contacted when they became a myWaitrose member.
Vouchers will include a mixture of deals for redemption in-store only and online-only. Waitrose says that in future, coupons will also be issued by email and online.
However, to make way for the new initiative Waitrose is axing its Pick Your Own offer from 1 March 2018 – this includes the Pick Your Own app.
Under this loyalty perk, which was launched in 2015, shoppers can pick up to 10 products from a number of options provided to receive a 20% discount on.
Waitrose says the “vast majority” of shoppers were only using five of their 10 picks over the course of a year as they had difficulty remembering what their choices were and how to update them.
A Waitrose spokesperson comments: “We are always listening to our customers’ feedback on how we can make their shopping experience with Waitrose even better. As part of this, we are making it easier for them to make savings and will now be providing tailored vouchers and personalised offers for customers with a focus on their favourite products. We will, however, be stopping ‘Pick Your Own Offers’ after 28 February this year.”
The move follows the scaling back of Waitrose’s reward scheme last year when it introduced a minimum spend to qualify for its free tea or coffee deal.
However, myWaitrose card holders will continue to receive existing perks including exclusive offers and competitions, a free copy of Waitrose Food magazine each month, free tea or coffee when they make a purchase, and a free newspaper on spends of £10 or more.
The supermarket adds that it will “closely monitor” the customer response to its new reward scheme.
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