8,000 customers a day are signing up to Waitrose’s alternative loyalty scheme

Waitrose has claimed over 700,000 people have signed up to ‘Pick your own Offers’ since it launched in June and is now looking to expand it into more product categories.

The scheme was hailed a game-changing alternative to the mass discounting employed by the Big Four supermarkets when it launched and the antithesis of the confusing and misleading offers Tesco, Asda, and Morrisons employed to woo consumers.

Pick Your Own offers allowed myWaitrose card holders to choose10 items out of 1,000 of the supermarket’s most popular products available that they would like a 20 per cent discount on.

Currently, the myWaitrose scheme has over five million members, with 70 per cent of Waitrose sales being made using a myWaitrose card. That is growing considerably each month thanks to new people joining up to take advantage.

Meanwhile, Kantar Worldpanel’s recently suggested that it has contributed to an overall 3.0 per cent increase in growth at the retailer.

Encouraged by the response, Waitrose is looking to build on the momentum by adding more products to the offer including babycare, free from (including gluten free), health and beauty and additional grocery items.

"We know our customers like straightforward offers they can trust and that are relevant to them - and their incredibly positive response to Pick Your Own Offers demonstrates exactly that,” said the supermarket’s marketing director Rupert Thomas.

“The idea of saving regularly really appeals to shoppers, with many selecting items that they usually buy to generate on-going savings. In combination with Brand Price Match and our other promotions, ‘Pick Your Own Offers’ shows that we offer exceptional value for great quality products.”

Since it launched, the most popular items customers have discounted include toilet roll, eggs, and products from its fresh meat range with the average saving across 10 items coming in at just over £8.

Jennifer Faull

Jen Faull is Brands Editor at The Drum. Based in London, she has interviewed major business figures including top marketers from Mondelez, Unilever, Tesco, and Lidl.

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