In a strategic shift, Waitrose is set to end its free newspaper voucher offering for loyalty members, focusing on more inclusive rewards.
- Previously, Waitrose’s voucher system allowed customers to receive a free newspaper or a £10 shop after a qualifying spend.
- The original offer has dwindled in use, with only 5% of customers benefiting from the free newspapers.
- A smaller group of ‘MyWaitrose’ members continued to enjoy this benefit as a goodwill gesture until now.
- Ongoing rewards include free hot drinks and personalized offers, reinforcing Waitrose’s commitment to customer satisfaction.
In a strategic shift, Waitrose has announced the discontinuation of its free newspaper voucher program for loyalty members, aiming to redirect investments towards more inclusive rewards. Initially launched in 2013, this scheme allowed customers to receive a free newspaper or a £10 shop if they spent £5 during the week. By 2016, the weekday spending requirement increased to £10, and usage of the offer significantly declined. The program eventually reduced its scope to encompass only a minority of shoppers, with a mere 5% continuing to utilize the benefit.
Waitrose communicated through emails that, effective from 29 October, the newspaper vouchers would no longer be available, as reported by The Telegraph. Although the majority of shoppers ceased using this benefit two years ago, some loyal ‘MyWaitrose’ members retained access as a temporary goodwill gesture. On social media platform X, one shopper lamented the change as a ‘Middle class disaster,’ highlighting the value some placed on the offer.
Commenting on the decision, a spokesperson for Waitrose explained that the newspaper offer was retired in February 2022 due to its limited usage. The phasing out of this benefit allows Waitrose to allocate resources towards other rewards that can benefit a broader range of loyalty members. Despite the change, Waitrose ensures that customers will receive additional rewards in gratitude for their continued loyalty.
Waitrose continues to prioritize customer satisfaction through other enduring benefits. Although newspaper vouchers are being withdrawn, the supermarket chain maintains its popular free hot drink offer and implements personalized deals. Earlier adjustments to the loyalty scheme also saw a shift from weekly vouchers to irregularly timed personalized offers, a change that previously stirred customer discontent.
Waitrose’s strategic decision reflects a shift towards more universally beneficial rewards for its loyalty members.
