Waitrose - myWaitrose CRM

The multi award-winning myWaitrose CRM strategy was designed to build loyalty by saying thank you to customers in the right way, at the right time. We truly engaged customers by asking them what they wanted out of a loyalty programme, providing them with meaningful tailored and inspiring content. To start it off, we created a direct mail piece with the appearance of a restaurant menu, featuring a starter, main course and dessert, stating the benefits of myWaitrose membership accompanied by a personalised myWaitrose card and a letter from Waitrose Managing Director, Mark Price. Leigh Rengger, CRM Manager at Waitrose, said: “Our new myWaitrose card is our way of saying thank you and giving more back to our customers. We want to understand more about the food they love and, as the programme develops, we will be able to give them access to exclusive content, offers and experiences which suit their individual tastes and are really relevant to them.” Award winner of the Gold DMA for best consumer direct mail, Gold DMA for best customer acquisition and Gold DMA for best retail/home shopping.