Kitcatt Nohr Digitas

Waitrose and Kitcatt Nohr Digitas are expanding the supermarket’s myWaitrose scheme to give more recognition and rewards to loyal customers.

From today, myWaitrose members and a large proportion of Waitrose’s loyal customers will be sent a card for the first time, which will provide them with relevant and tailored offers.

Waitrose briefed Kitcatt Nohr Digitas to help extend its myWaitrose programme, which originally launched in March 2009. The food retailer spoke to thousands of its customers to understand how they wanted to be recognised and rewarded. As a result, the new programme offers myWaitrose members access to exclusive offers and content, rather than a traditional points-based scheme.

The more customers shop with Waitrose using their myWaitrose card, the more offers, competitions and ideas they will be able to receive, and the more tailored the offers will be to the individual. The card will offer a broad range of benefits, including an on-going opportunity to win free shopping, and other money-saving deals, i.e. money off fuel.

Whilst the card is initially being sent to a large proportion of Waitrose’s loyal customers and existing myWaitrose members, all customers will be able to sign-up online or in branch from launch.

Each month, in every shop, one myWaitrose cardholder will win back the value of their whole month’s shopping, and every month one customer will win a full year’s worth of Waitrose groceries.

Members will continue to receive news about new product launches before anyone else, and be invited to enter exclusive competitions for experiences such as tickets to Waitrose’s Cookery School or a ‘behind the scenes’ days with a chef. During November, myWaitrose members will have the chance to receive one of Delia’s Christmas Cake packs and tickets to Taste of Christmas at Excel London.

Kitcatt Nohr Digitas has also updated the myWaitrose website, created a campaign to relaunch it and developed eCRM assets to support the programme.

The agency has created a direct mail piece which has the appearance of a restaurant menu, featuring a starter, main course and dessert. It details some of the benefits of myWaitrose membership, and is accompanied by a personalised myWaitrose card and a letter from Waitrose Managing Director, Mark Price.

The launch will also be supported by email activity, and customers who sign up to the myWaitrose programme will receive ongoing tailored email content reflecting the purchases they make with their myWaitrose card.

Leigh Rengger, CRM Manager at Waitrose, commenting on the new programme said; “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.”