John Lewis launches membership programme

John Lewis launches a membership reward programme on October 30.

‘My John Lewis’ is designed to give customers benefits and rewards tailored to their interests. Customers will be able to use their my John Lewis card in both shops and online, and the programme will feature rewards including free tea and cake in John Lewis’s restaurants each month, entry into regular prize draws every time they shop, invitations to exclusive local events, previews and other personalised incentives.

From the information members choose to share, John Lewis will be able to tailor the way it interacts with customers to tell them more about their favourite products and services, give exclusive product previews and provide inspiration for them and their homes, based on their interests and shopping preferences.

Craig Inglis, marketing director at John Lewis, said: “We’re really excited about my John Lewis, as it enables us to bring our customers closer to our brand, and reward them in a new and more personal way.”

Chris Bates, head of customer marketing, added: “We consciously decided not to develop a scheme based on collecting points, and instead offer more immediate rewards, previews and events, so that customers can experience the benefits of membership straight away. It will also get better over time; the more we learn about customers, the more we can personalise the experience we give them.

“We have successfully trialled my John Lewis with specific customer groups, including nursery and beauty, and we are now able to open it up to all of our customers to join from 30 October.”

Customers can sign up and join the programme at or in John Lewis shops.

The John Lewis Partnership operates 39 John Lewis shops across the UK: 30 department stores and 9 John Lewis at home, plus 298 Waitrose shops and The business has annual gross sales of over £9.5bn.

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