John Lewis launches new membership benefits ahead of two year anniversary of My John Lewis
John Lewis has revealed that its My John Lewis membership base has grown to 1.6 million customers since its launch in October 2013.
It also said the scheme has driven over 1.5 million additional purchase visits to its shops and website as the retailer increases the range of rewards and benefits available to members.
To coincide with the two year mark, John Lewis has launched Kitchen Drawer – a new benefit for My John Lewis members which will enable them to electronically store all receipts and guarantees for up to six years.
Each time a customer scans their My John Lewis card when making a purchase in store or online, the receipt will automatically be uploaded to their secure account on johnlewis.com. In addition, receipts will automatically be updated should a customer return or exchange an item.
Chris Bates, head of customer marketing at John Lewis, explained: “When we launched my John Lewis almost two years ago we consciously decided not to create a programme based on points or discounts. Instead we wanted to create something unique which thanks our customers through tailored rewards, exclusive experiences and enhanced service. We’re delighted with the growth and success of my John Lewis.
“In the last two years we’ve seen my John Lewis members shop more regularly across a wider range of departments and in particular sales across beauty, gifting and home and women’s accessories have experienced healthy uplifts as a direct result of customers taking up the card.
“We know that our customers shop across a range of channels and Kitchen Drawer is a genuinely innovative omni-channel benefit which joins up the in-store and online shopping experience. Paper receipts have a habit of growing wings and getting lost, so we’ve introduced a virtual Kitchen Drawer so that our members have one less thing to worry about. And they’ve told us they love the simplicity and ease of having all receipts in one accessible and secure place online.”
In addition to Kitchen Drawer, customers are also now able to access their My John Lewis card via the John Lewis app.
This year, John Lewis offered My John Lewis members the opportunity to shop its Summer Clearance one hour ahead of usual shopping hours at all John Lewis shops. The exclusive event was enjoyed by over 10,000 customers. In another first, around 1,500 my John Lewis customers attended an exclusive “sneak peek” shopping evening at the retailer’s new Birmingham shop two days before it officially opened.
