From 29 October, Waitrose will cease its free newspaper voucher scheme for loyal customers, aiming to offer more inclusive benefits instead.
Waitrose, known for its premium offerings, announced it will discontinue the newspaper discount vouchers, effective from 29 October, as reported by The Telegraph. This decision marks the end of a scheme first launched in 2013, which allowed shoppers to receive a free newspaper or a £10 shopping discount at weekends, provided they spent £5 during the week. In 2016, the required weekday spend was increased to £10.
The decision to retire the offer was influenced by its declining usage. According to Waitrose, only 5% of customers were availing themselves of this benefit. Despite its discontinuation for most customers in February 2022, a minority who frequently purchased newspapers retained the offer temporarily as a goodwill gesture. However, this too will be phased out.
A customer expressed dissatisfaction on social media platform X, describing it as a ‘middle class disaster’ that the free copies of The Times would no longer be available with their shopping. Meanwhile, a Waitrose spokesperson explained that the focus is shifting towards benefits that cater to a broader customer base. These include free hot drinks and personalised offers, which remain popular among shoppers.
Earlier this year, Waitrose modified its loyalty programme, altering the delivery frequency of vouchers. Previously, ‘MyWaitrose’ members received two vouchers weekly, usable in-store or online until the following week. The terms now state that vouchers may be issued ‘from time to time’ for personalised offers, a change that initially frustrated some shoppers. Nevertheless, the retailer assures that additional rewards are forthcoming for loyal customers.
Waitrose’s strategic shift from specific discount schemes towards more universal rewards reflects a broader trend in retail loyalty strategies, aiming to enhance customer engagement.
