Those customers who own a Waitrose loyalty card will be able to take part in the “pick your own offers” initiative. There is a list of 950 items from which they can choose their discounted items, including eggs, toilet roll, biscuits, buffalo mozzarella, parma ham and sushi.During a trial run, toilet roll turned out to be the most popular item selected for a discount, with eggs and bacon also frequently picked. Customers will be able to make changes to their choices every three months, and of the items available – half will be Waitrose own-brand and the other half other branded items. The estimated cost of the price cuts could add up to £260m a year or more. Waitrose has said it will split the cost with suppliers who have signed up. Mark Price, the grocer’s CEO, admitted the scheme could be “very, very expensive for us but we think giving power to the customer on 1,000 lines to start with is the right thing to do”. Promotional offers elsewhere will not be reduced, as Price said it was about “making sure our customers are really well looked after”.
“I think what this is going to do is give customers real trust that they are getting a real discount on what they want to buy,” he added. The aim is to retain and reward those who are loyal to Waitrose, while encouraging them to shop more frequently and buy more items while they do so. Price went so far as to say the move was “ground-breaking” and suggested it could change both the UK market and the global one too. The initial response seemed to indicate that customers were excited about the introduction of the scheme. The MyWaitrose section of the website crashed for about thirty minutes as shoppers responded to a promotional email. Read more on supermarkets:
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