The John Lewis Partnership has announced new strategic partnerships with customer loyalty and marketing experts dunnhumby and Eagle Eye, as well as the appointment of former Tesco executive Emily Wells as its first pan-Partnership head of loyalty.

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The five-year agreements are part of the retailer’s “continued focus on growing and deepening relationships with its 20 million customers who shop with John Lewis, John Lewis Finance and Waitrose across its stores, websites and apps”.

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John Lewis and Pan-Partnership customer director Charlotte Lock said: “Today’s announcements show the ambition we have to transform how our much loved brands can deliver a more personalised experience for customers. With Emily’s appointment and our new partnerships with dunnhumby and Eagle Eye, we can better help our customers however, whenever and wherever they shop with us.”

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The move builds on the successful relaunches in the last year of My Waitrose and My John Lewis loyalty programmes. Over 9 million customers are members of My Waitrose which in the past year has rewarded customers with £100m in personalised money-off rewards. My John Lewis has grown to five million members with growth boosted by the introduction of John Lewis Members Week, which is held at a number of times throughout the year with exclusive events and offers.

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The new partnerships will also “open up collaboration opportunities with suppliers to support the growth of the JLP Insights & Media service”, according to the retailer.

Working into Charlotte Lock, Wells will lead all of the loyalty programmes across the Partnership to drive an improved experience for customers. She will be responsible for developing and launching a new pan-Partnership loyalty proposition in 2024 as well as leading and developing My Waitrose and My John Lewis loyalty programmes and teams.

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Wells has held a number of senior partnership and proposition roles over the last five years at Tesco, most recently as head of loyalty strategy. Prior to this, she held commercial and strategy roles across various retail and consulting settings.

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Sources: https://www.retailgazette.co.uk/blog/2023/04/john-lewis-accelerates-customer-loyalty/