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John Lewis

John Lewis unveils loyalty scheme featuring tailored rewards based on shopping behaviours


By Gillian West, Social media manager

October 30, 2013 | 1 min read

Department store John Lewis has engaged Proximity London to create the launch campaign for its ‘my John Lewis’ loyalty programme.

Rolling out nationally from today (Wednesday 30 October), the campaign leads with the line ‘Inviting you in’ and features bespoke photography which aims to bring to life the benefits of the programme.

Creative developed for the launch campaign includes the ‘my John Lewis’ card and welcome pack, point of sale posters, leaflets, direct mail and emails.

In a move away from traditional points-based schemes ‘my John Lewis’ is designed to give customers exclusive benefits and rewards tailored to their interests, and help the retailer to better understand its customers’ shopping behaviours.

The ‘my John Lewis’ card can be used both in store and online with benefits including free tea and cake every month, regular prize draws and invitations to previews and exclusive local events.

John Lewis

Content created with:

Proximity London

Proximity London is an award-winning customer experience agency that brings brands and people closer together through authentic human experiences.


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