Choice, convenience, and value are cornerstones of any successful customer engagement and loyalty program, and Waitrose is attempting to succeed on all fronts with its newest initiative. In what the brand is calling a “worldwide first,” Waitrose will give customers an unparalleled amount of discount shopping flexibility, both in store and online.
Waitrose, an established British food and retail outlet, is seeking to set itself apart from other players in the extremely competitive supermarket industry with a new scheme called “Pick Your Own Offers.” This new customer engagement program puts the customer in control every time they shop.
Instead of trying to move items with static sales or random promotions, Pick Your Own Offers lets members decide which of their favorite items will be discounted. The offer applies to almost 1,000 of the store’s most popular items, any 10 of which can receive a 20% discount each visit.
The decision is left completely to the discretion of the customer.
Alongside these new benefits, program members will still be able to enjoy the entire suite of offers already provided through myWaitrose, the brand’s official loyalty program that currently supports more than 5 million members.
In addition to myWaitrose, the brand will continue to offer its lucrative “Price Match Scheme.” This matches the price of over 8000 items with those found on Tesco, a major online British multinational grocery and retail website.
Continuing to intensify its robust list of rewarding customer engagement promotions, Waitrose is proud of its newest initiative.
“This is a ground-breaking move, giving customers the power to choose the offers they want,” said Mark Price, Waitrose Managing Director. “We know from the success of myWaitrose that customers like straightforward deals they can trust that are relevant to them. ‘Pick Your Own Offers’ goes one step further by putting them in control.”
It also comes with a high degree of personalization, which the brand views as another key aspect of the program.
“Different forms of personalized marketing have been around since the 1990s, but we’re introducing mass customization in grocery,” said Price. “Customers can choose what’s valuable to them when they shop for groceries. We really are giving power to the consumer.”