Waitrose has become the latest retailer to launch a loyalty card programme, giving customers exclusive competitions and tailored offers. The retailer will send the card to myWaitrose members and customers on the John Lewis Partnership Card database.

Customers can also sign up for the programme in-store or online.

Instead of earning loyalty reward points, cardholders can access exclusive competitions and personalised offers. Every month myWaitrose members in each of its stores will have the chance to win back the value of four weeks’ shopping.

Leigh Rengger, CRM manager at Waitrose, says: “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.”

The scheme will be promoted via email and is the latest initiative that Waitrose has launched to grow its share of the market.

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