// John Lewis Partnership accelerates its investment in customer loyalty with new strategic partnerships with marketing firms dunnhumby and Eagle Eye
// The retailer has also appointed former Tesco exec Emily Wells as its first pan-partnership head of loyalty
The John Lewis Partnership has unveiled new partnerships with customer loyalty and marketing experts dunnhumby and Eagle Eye in a bid to deepen its relationships with customers and provide them with even more benefits.
The department store retailer has also appointed its first pan-Partnership head of loyalty, Emily Wells.
It said this news form part of its “continued focus on growing and deepening relationships with our 20 million customers who shop with John Lewis, John Lewis Finance and Waitrose across our stores, websites and apps.”
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The new five-year strategic agreements with customer insights and media firm, dunnhumby, and marketing technology company, Eagle Eye Solutions Group, will give customers greater personalisation and loyalty experiences said John Lewis,
The move builds on the successful relaunches in the last year of My Waitrose and My John Lewis loyalty programmes.
Over 9 million customers are members of My Waitrose which in the past year has rewarded customers with £100m in personalised money-off rewards.
My John Lewis has grown to five million members with growth 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.
It said the new partnerships will also “open up collaboration opportunities with suppliers to support the growth of the JLP Insights & Media service.”
“Our physical and digital estate is uniquely placed to offer opportunities for our suppliers to engage with our customers throughout the shopper journey from print offerings such as our weekly Waitrose Weekend publication through to digital placements on JohnLewis.com and Waitrose.com.”
John Lewis and Pan-Partnership customer director Charlotte Lock said: “Today’s 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.”
Working into Charlotte Lock, Wells will lead all of the loyalty programmes across the Partnership to drive an improved experience for our customers.
Joining in June, Wells will be responsible for developing and launching a new pan-Partnership loyalty proposition in 2024 as well as leading and developing My Waitrose and My John Lewis loyalty programmes and teams.
Wells 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.
Commenting on her appointment, Emily said: “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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