In a move set to change the daily routines of thousands of British shoppers, upmarket supermarket chain Waitrose has unveiled a major shake-up to its cherished MyWaitrose loyalty scheme.
The most notable change is the end of the beloved free hot drink perk for all members. For years, simply having a MyWaitrome card granted access to a complimentary tea or coffee in-store. This universal benefit will be replaced by a new, more exclusive tiered system that rewards customers based on how much they spend.
The New Tiered System Explained
From November 5th, 2024, the scheme will be split into two distinct tiers:
- MyWaitrose Member: This is the new base level. Members will no longer receive a free hot drink automatically. Instead, they will get a personalised 'Thank You' offer each month and occasional vouchers based on their shopping habits.
- MyWaitrose Plus: This new premium tier is reserved for members who spend an average of £500 or more per month across Waitrose and John Lewis. These top-tier shoppers will retain the coveted free hot drink benefit, alongside other exclusive rewards.
A Strategic Shift for Waitrose
The decision marks a strategic pivot for the John Lewis Partnership-owned retailer. The old system, while popular, was not targeted. This new model allows Waitrose to better reward its most loyal and high-spending customers, effectively creating an 'inner circle' of shoppers.
A spokesperson for the supermarket stated the changes are designed to make the loyalty programme 'more relevant and rewarding' for customers. The focus is shifting towards personalised offers that are tailored to individual shopping baskets, a trend seen across the retail sector.
Customer Reaction and Next Steps
The announcement is likely to generate mixed feelings. While big spenders will continue to enjoy their free coffee, occasional shoppers will see a valued perk disappear. Customers are advised to check their emails and the Waitrose website for communication regarding which tier they will fall into once the new system goes live.
This overhaul signifies Waitrose's attempt to refine its customer loyalty strategy in an increasingly competitive grocery market, prioritising deep customer data and targeted rewards over broad, universal benefits.
