Waitrose discontinues its free newspaper voucher scheme previously offered to ‘MyWaitrose’ loyalty members.
- The retailer aims to reallocate resources to broader member benefits, enhancing overall offerings.
- Originally launched in 2013, the scheme saw reduced usage, leading to its eventual phase-out.
- Despite being labelled a ‘temporary goodwill’, the offer persisted for select members until 2022.
- Waitrose assures members of new rewards and existing popular benefits such as free hot drinks.
Waitrose, the esteemed British supermarket chain, is terminating its free newspaper voucher scheme, a move that impacts its ‘MyWaitrose’ loyalty members. Initially introduced in 2013, this incentive allowed customers to obtain a complimentary newspaper when spending a minimum amount. However, the company has decided to discontinue this offering, choosing instead to enhance benefits that cater to a broader membership base.
The decision is driven by the limited utilisation of the scheme, with only 5% of customers reportedly taking advantage of the vouchers. Recognising the need to better allocate investment into rewards that would appeal to a larger segment of their clientele, Waitrose began winding down the offer as early as February 2022. A small subset of customers retained access due to a temporary goodwill gesture, but this will now also come to an end.
According to a spokesperson from Waitrose, resources freed from this phased discontinuation will be redirected to enhance existing perks and introduce new ones. These perks include popular offerings such as complimentary hot drinks and personalised shopping offers, which have consistently been well-received by the membership, reflecting Waitrose’s ongoing commitment to customer satisfaction.
Notwithstanding the removal of newspaper vouchers, Waitrose remains keen on maintaining strong customer relations. It acknowledges the potential disappointment among users who enjoyed the newspaper offer but underscores its dedication to providing equitable rewards for all members. Existing incentives, alongside upcoming additions, are expected to continue fostering customer loyalty.
The cessation of the newspaper voucher programme underscores Waitrose’s strategic shift towards more universally beneficial member rewards.
