John Lewis ramps up investment in customer loyalty, names new loyalty head

By

Sandra Halliday

Published
Apr 26, 2023

John Lewis Partnership has unveiled an “accelerated investment in customer loyalty” and announced new strategic partnerships with two external firms, as well as naming its first pan-Partnership Head of Loyalty.

The new link-ups — with customer insights and media firm dunnhumby and marketing technology company Eagle Eye Solutions Group — “help deepen our relationships with our customers and provide them with even more benefits,” it explained.

The retailer added that it continues to focus on its relationships with the 20 million customers who shop via its various stores, webstores and use its other services.

They follow it signalling earlier this year that it would invest in data and loyalty “to give customers more of what they want and even more value”, including the launch of a new pan-company loyalty programme in 2024.

The partnership deals cover five-year periods and “will give customers greater personalisation and loyalty experiences”.

They follow the “successful relaunches” in the last year of My Waitrose and My John Lewis loyalty programmes. 

My John Lewis has grown to five million members who shop more frequently at a rate of 2.5 times more than non-members. Growth has been boosted by the introduction of John Lewis Members Week, which is held at a number of times throughout the year with exclusive events and offers. Its latest edition is running in stores and online from 26 April to 1 May.

The deals will also create collaboration opportunities with suppliers “to support the growth of the JLP Insights & Media service”.

Meanwhile new Head of Loyalty Emily Wells will lead all of the loyalty programmes across the Partnership “to drive an improved experience for our customers”. 

She joins in June and “will be responsible for developing and launching a new pan-Partnership loyalty proposition in 2024 as well as leading and developing My Waitrose and My John Lewis loyalty programmes and teams”.

Previously with Tesco as Head of Loyalty Strategy, she’s extremely experienced in this field. 

Charlotte Lock, Customer Director, John Lewis and Pan-Partnership, said: “Today’s announcements show the ambition we have to transform how our brands can deliver a more personalised experience for customers. With Emily’s appointment and our new partnerships with dunnhumby and Eagle Eye, we can better help our customers however, whenever and wherever they shop with us.