The revamp of the schemes will be led by Dunnhumby, a subsidiary of Tesco that helped create Clubcard in 1994. 'This appears to get the greatest traction with younger cohorts of consumers too, who are much more willing to share personal data in an equitable exchange of value.' But the offers have to be relevant and targeted,' he added. 'The Tesco Clubcard model, which is being adopted by others now, offers a personalised discounting model that can encourage greater loyalty. Richard Lim, chief executive of Retail Economics, said there was a 'huge direction of travel at the moment' around supermarkets shaking up their loyalty schemes. It is expected to focus on offering more personalised discounts for shoppers, which analysts say encourages greater loyalty to stores. The retailer’s new scheme will now be relaunched and expanded, with new benefits offered. However, the trial was paused during the Covid-19 pandemic. John Lewis and Waitrose trialled a joint membership card five years ago, with 60,000 customers signing up. The John Lewis partnership already has a My John Lewis scheme and a My Waitrose scheme, which have five million members and nine million members respectively. In 2013 Mark Price, then Waitrose’s chief, branded the benefits offered by rivals' schemes such as the Tesco Clubcard and Sainsbury's Nectar cards as 'meaningless'. It suggests a change in stance among executives within the partnership, who have previously shunned any similarities to rival loyalty cards. John Lewis Partnership, which owns the department store and upmarket supermarket, has hired the architects of Tesco's Clubcard to boost its loyalty schemes and revive its flagging performance.Ī joint loyalty card planned for next year is part of John Lewis’s plans to provide customers with 'even more benefits'. John Lewis and Waitrose are preparing to launch a joint loyalty card that will offer personalised discounts in a bid to lure shoppers into stores.

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