Waitrose has announced the cessation of its free newspaper voucher scheme, initially implemented to reward its loyal shoppers. This strategic decision aims to redirect resources towards benefits that can be enjoyed by a broader member base.
The prominent retailer has informed its customers via email that the discount vouchers for newspapers will no longer be available starting 29 October. Initially launched in 2013, this scheme allowed shoppers to receive a free newspaper or a £10 weekend purchase if they spent £5 during the week. However, by 2016, the required weekday spend increased to £10, reflecting changing customer engagement with the offer.
This offer was gradually phased out when it emerged that only a small fraction, about 5% of customers, were utilising the vouchers. Waitrose noted that a few MyWaitrose loyalty scheme members continued to benefit from this as a temporary goodwill gesture. A shopper succinctly captured public sentiment on social media, remarking: ‘Middle class disaster – Waitrose is going to stop offering free copies of The Times when you shop there.’
A Waitrose spokesperson explained that the newspaper vouchers were officially retired in February 2022 due to low utilisation. Resources are being redirected to provide rewards that appeal to all loyalty scheme members. In the forthcoming weeks, those affected will receive additional compensatory rewards to acknowledge their loyalty. The company stresses that other popular benefits, such as complimentary hot drinks and personalised offers, will remain accessible.
Earlier modifications to the MyWaitrose loyalty scheme already saw a reduction from weekly vouchers to those issued occasionally. This alteration in March, which permits customers to benefit from personalised product offers from time to time, had received some criticism from shoppers.
The strategic shifts in Waitrose’s loyalty programme reflect a broader trend in retail towards personalised customer engagement. While changes often invite some discontent, they are typically motivated by the desire to enhance overall value for the majority of members.
