Kitcatt Nohr Digitas

Loyalty – so often talked about, so little understood. Some people think you can get it from your customers through a scheme. And that you can measure it in points. Not Waitrose.

When we rolled out myWaitrose, we told the customers, ‘We believe loyalty has to be earned. Not by you, but by us.’ We described myWaitrose not as a loyalty programme, but a conversation. About food.

The whole point is to let customers and Waitrose talk to each other. The customers tell us what they want, we help them get it. We learn more about each other every time the customer shops, and every time we talk.

Points may mean prizes, but good conversation is the food of love – especially when it’s about the love of food.