Waitrose has launched a loyalty card with Kitcatt Nohr Digitas, as part of an extension to the myWaitrose programme.
The agency also updated the myWaitrose website, created a campaign to relaunch it and developed eCRM assets to support the programme.
From today, myWaitrose members and regular Waitrose customers will be sent a card, which will provide them with relevant and tailored offers, which other customers can sign up online or in store. The more customers shop with Waitrose using their myWaitrose card, the more offers, competitions and ideas they will be able to receive, and the more tailored the offers will be to the individual.
The agency has created a direct mail piece which has the appearance of a restaurant menu, featuring a starter, main course and dessert, and states the benefits of myWaitrose membership accompanied by a personalised myWaitrose card and a letter from Waitrose Managing Director, Mark Price.
Leigh Rengger, CRM Manager at Waitrose, 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.”