UK retailer Waitrose is in danger of alienating its most loyal shoppers by abandoning its 'Pick Your Own Offers' loyalty programme, an industry analyst has warned.
Martin Lane, managing editor of money.co.uk, said that the decision by the retailer could have "loyal Waitrose customers up in arms as items on their 'pick your own offer' list will now cost 20% more.
"Instead of offering this perk, Waitrose are apparently going to offer tailored and personalised vouchers, similar to those they already send out."
Earlier this week, the retailer announced that it planned to cease the 'Pick Your Own Offers' campaign, as customers reportedly found the scheme too confusing.
Customer Feedback
On its website, the retailer issued the following statement: 'We’re always listening to our customers’ feedback on how we can make your shopping experience with us even better. Customers have increasingly told us they have difficulty remembering what their Pick Your Own choices were and how to update them, so we will be stopping ‘Pick Your Own Offers’ after 28 February.
'We will now be providing tailored vouchers and personalised offers through the post or at the checkout to make it easier for you to make savings on your favourite products.'
Waitrose also added that loyal shoppers will be able to avail of exclusive competitions, a free magazine, and 'instant rewards in the form of a free tea or coffee as a thank you for shopping with us'.
Alienated Shoppers
Lane suggested that the move could lead Waitrose shoppers - amongst the most loyal in the UK - to spend their money elsewhere.
“Without the guarantee of 20% off your favourite items it’s worth looking to see if you can get them cheaper elsewhere," he said.
"It will be interesting to see if this move will help Waitrose offer better deals for their customers because the current system can be confusing. Let's hope the new offerings will reward loyalty because for the time being this change is likely to be unpopular.”
The 'Pick Your Own Offers' campaign was launched by then-Waitrose CEO Mark Price in 2015, as a 'groundbreaking' approach to customer loyalty.
Commenting at the time, David Sables, CEO of Sentinel Management Consultants, said, "Despite the success of Waitrose in differentiating its card from other rewards, such as Tesco’s Clubcard and Sainsbury’s Brand Match, it needed more of a genuine promotional mechanic linked to purchase.
"Waitrose has been the only retailer to genuinely differentiate."
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.
