25 June 2024, 17:34
By Furniture News Apr 27, 2023

John Lewis Partnership furthers customer loyalty initiative

The John Lewis Partnership (JLP) has announced new partnerships with customer loyalty and marketing expert dunnhumby and Eagle Eye, "to help deepen our relationships with our customers and provide them with even more benefits".

The business has also appointed Emily Wells as its first pan-partnership head of loyalty.

The group says the moves are part of a continued focus on growing and deepening relationships with its 20 million customers. 

The new five-year agreements with dunnhumby and Eagle Eye Solutions Group aim to give customers greater personalisation and loyalty experiences, building on the relaunches in the last year of My Waitrose and My John Lewis loyalty programmes.

My John Lewis has grown to five million members, says JLP, who shop more frequently, at a rate of 2.5 times more than non-members. Growth has been boosted by the introduction of John Lewis Members Week, which is held at a number of times throughout the year with exclusive events and offers. 

Emily Wells will report to customer director, Charlotte Lock, and will lead the loyalty programmes across the partnership. Emily will join JLP in June and will be responsible for developing and launching a new pan-partnership loyalty proposition in 2024, as well as leading and developing the My Waitrose and My John Lewis loyalty programmes and teams.

Emily has held a number of senior partnership and proposition roles over the last five years at Tesco, most recently as head of loyalty strategy. Prior to this, she held commercial and strategy roles across various retail and consulting settings. 

Charlotte Lock says: “These announcements show the ambition we have to transform how our much-loved brands can deliver a more personalised experience for customers. With Emily’s appointment and our new partnerships with dunnhumby and Eagle Eye, we can better help our customers however, whenever and wherever they shop with us.”

Commenting on her appointment, Emily says: "I'm delighted to be joining at such an exciting time for the business. With such a rich brand history and ambitious plans, I look forward to working with the team to deliver great things for our customers and the partnership as we take the loyalty proposition across Waitrose and John Lewis to the next level."

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