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John Lewis launches loyalty scheme

John Lewis is launching its first ever loyalty programme, giving customers free tea and cake each month as well as a host of personalised offers.

The rewards programme, dubbed My John Lewis, will launch on October 30, and be available both in store and online.

Based on information given by the customer as well as their purchases, John Lewis will tailor the offers to tell them about upcoming product launches or services, exclusive product previews and “inspiration”. It will also enter customers into regular prize draws every time they shop and give invitations to exclusive local events.

Head of customer marketing Chris Bates said: “We consciously decided not to develop a scheme based on collecting points, and instead offer more immediate rewards, previews and events so that customers can experience the benefits of membership straight away.  It will also get better over time, as the more we learn about customers, the more we can personalise the experience we give them.

“We have successfully trialled my John Lewis with specific customer groups, including nursery and beauty, and we are now able to open it up to all of our customers to join from October 30th.”

Customers can sign up at or in John Lewis shops with an email address.

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