UK supermarket retailer Waitrose has launched a loyalty scheme that puts the power of discounting in the hands of the consumer.
The Pick Your Own Offers loyalty scheme allows shoppers to choose ten products they would like to save 20% on. It is said to be the first time mass customisation has been available in the grocery sector.
In addition to lots of food and household products, currently a selection of men's deodorant products are also included in the scheme with brands including Dove Men + Care, Lynx and Sure.
The scheme is open to registered myWaitrose customers who will be able to select ten items from a list of nearly 1,000. In addition the members will still benefit from other ongoing offers available to myWaitrose customers.
Mark Price, Managing Director of Waitrose, said: “We know from the success of myWaitrose that customers like straightforward deals they can trust that are relevant to them. ‘Pick Your Own Offers’ goes one step further by putting them in control. Different forms of personalised marketing have been around since the 1990s, but we’re introducing mass customisation in grocery. Customers can choose what’s valuable to them when they shop for groceries. We really are giving power to the consumer.”
