John Lewis Partnership accelerates investment in customer loyalty

The John Lewis Partnership (JLP) has announced new partnerships with customer loyalty and marketing experts dunnhumby and Eagle Eye to help deepen its relationships with customers, as well as appointing its first pan-Partnership Head of Loyalty.

The announcements form part of John Lewis’ continued focus on growing and deepening relationships with its 20 million customers who shop with John Lewis, John Lewis Finance and Waitrose across stores, websites and apps.

Earlier this year, John Lewis signalled its intent to invest in data and loyalty to give customers more of what they want and even more value, including the launch of a new pan-Partnership loyalty programme in 2024.

The new five-year agreements with customer insights and media firm, dunnhumby, and marketing technology company, Eagle Eye Solutions Group, will give customers “greater personalisation and loyalty experiences”.

The move builds on the successful relaunches in the last year of My Waitrose and My John Lewis loyalty programmes. My John Lewis has grown to five million members 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. It’s running in stores and online from 26 April to 1 May.

The new partnerships will also open up collaboration opportunities with suppliers to support the growth of the JLP Insights & Media service. Its physical and digital estate is uniquely placed to offer opportunities for suppliers to engage with customers throughout the shopper journey from print offerings through to digital placements on and

Working into pan-Partnership and John Lewis Customer Director, Charlotte Lock, Emily Wells has been appointed to lead all of the loyalty programmes across the Partnership to drive an improved experience for its customers.

Emily joins John Lewis in June and 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.

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, Emily held commercial and strategy roles across various retail and consulting settings.

Charlotte Lock, Customer Director, John Lewis and Pan-Partnership, 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.”

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.”

Dan Olley, Chief Executive Officer, dunnhumby: “At dunnhumby we could not be more honoured to have the opportunity to work with John Lewis and Waitrose. These are two of the UKs most iconic and well-loved brands. Over the years they have defined what it means to give customers a great experience and great service, and have visibly cherished their deep customer relationships. I am truly excited by the opportunity to help JLP continue this tradition, both in store and digitally, as they leverage our technology, data science and personalisation capabilities.”

Tim Mason, Chief Executive Officer, Eagle Eye Solutions: “We’re delighted to have won another multi-year contract with JLP and look forward to continuing to support them in delivering their loyalty and personalisation strategy. We’re excited to be able to collaborate again with dunnhumby on this new engagement, ensuring that their leading data science can be executed at scale.”

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