Waitrose pulls plug on loyalty initiative

Waitrose is to close the Pick Your Own Offers part of its loyalty scheme later this month after customers labelled it too confusing.

Launched by the retailer in June 2015, Pick Your Own Offers was available to holders of the myWaitrose card. Members of HotUKDeals spotted that the initiative was due to close on 28th February. According to a staff briefing document, customers had told Waitrose they found the “process for choosing and remembering their picks quite confusing”. Waitrose will instead be “investing more in tailored vouchers and personalised offers sent through the post or at the checkout”.

A spokesman for Waitrose said: “We are always looking at how we reward our customers. We will be contacting all myWaitrose members on Thursday about how they can make savings more easily on the products they buy most often.”