John Lewis to launch its first loyalty scheme
John Lewis has announced plans to launch its first customer loyalty scheme after successfully trialling the programme with specific customer groups.
Launching on 30 October, the My John Lewis membership rewards programme will offer customers benefits and rewards tailored to their interests.
From the information customers choose to share with the retailer, John Lewis will also be able to tailor the way it interacts with customers to tell them more about their favourite products and services, give exclusive product previews and provide shopping inspiration based on their interests and shopping preferences.
With customers able to use their My John Lewis card in shops and online, the programme will include rewards such as free tea and cake in John Lewis’s restaurants each month, entry into regular prize draws every time they shop, invitations to exclusive local events, previews and other personalised incentives.
Never Miss a Retail Update!Craig Inglis, marketing director at John Lewis, said: “We’re really excited about my John Lewis, as it enables us to bring our customers closer to our brand, and reward them in a new and more personal way.”
Chris Bates, head of customer marketing, added: “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.
“We have successfully trialled my John Lewis with specific customer groups, including nursery and beauty, and we are now able to open it up to all of our customers to join from October 30th.”
