UK retailer Waitrose is trialling a new loyalty card scheme which will allow customers choose what products they receive promotional offers on.
According to The Grocer, this new loyalty card scheme is currently being tested in five of its stores.
The 'Pick Your Own Offers Scheme' means that shoppers with a myWaitrose card have access to a long list of branded and own-label products to select their top ten favourites from. They will then receive a 20 per cent discount off the products selected for a three month period, each time they are purchased.
The British retailer told The Grocer that this new scheme is being introduced in the hope of increasing the overall appeal of the myWaitrose card which has attracted 5.4 million members since its 2011 launch.
David Sables, CEO of Sentinel Management Consultants, said: "Despite the success of Waitrose in differentiating its card from other rewards, such as Tesco’s Clubcard and Sainsbury’s Brand Match, it needed more of a genuine promotional mechanic linked to purchase.
"Waitrose has been the only retailer to genuinely differentiate."
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Ciara Mooney.
