Waitrose reveals new loyalty scheme to replace 'Pick Your Own Offers'

Waitrose has revealed the replacement for its 'Pick Your Own Offers' deal, but customers are not happy about it.

Waitrose has revealed a new loyalty scheme that will replace Pick Your Own Offers, which closes at the end of February.

The bad news is that you won't be able to choose your own discounted products anymore.

Instead, Waitrose says it will do it for you, based on data collected from your past shops when you swiped your myWaitrose card.

Offers can be issued by post – they will be sent 'several' times a year, but the supermarket couldn't yet say how many each customer will receive.

You can also get them when you go through the checkout, depending on your account settings. You've got the option to update your details if you want to change the way you receive vouchers.

A Waitrose spokesperson said: "We are always listening to our customers’ feedback on how we can make their shopping experience with Waitrose even better.

"As part of this, we are making it easier for them to make savings and will now be providing tailored vouchers and personalised offers for customers with a focus on their favourite products.

"We will, however, be stopping ‘Pick Your Own Offers’ after 28 February this year.

"As long as customers swipe their myWaitrose card, we'll be able to tailor their offer for them so they determine what they receive." 

Negative reaction

Customers haven't been taking the news well, with many venting their frustration on Twitter. Some are even tempted to switch supermarkets, such as Dan Grey:

@waitrose , there was nothing confusing about 20% off the products I want to buy. Ending the scheme means ending shopping at Waitrose. Off to @Tesco !

— Dan Grey (@dan_grey) February 8, 2018

Others had concerns about faffing around with paper coupons:

Disappointed @waitrose discontinuing their electronic “Pick your Own” offers in favour of a bundle of paper vouchers to carry around.

— John Sandell (@johnsandell) February 8, 2018

However, not everyone was quite so angry, as Claude Road quipped on Twitter:

Unbelievable. Waitrose are ending their members 'pick your own' offer scheme which gave you 20% off 10 selected products. Paying full price for pancetta and kiwi fruit could lead to a run on the pound. Will no-one think of the children? Will I have to shop at Aldi now?

— Claude Road (@ClaudeRdCardiff) February 8, 2018

What's happening to Pick Your Own Offers?

Waitrose says it is closing its Pick Your Own Offers loyalty scheme at the end of this month.

The Pick Your Own Offers scheme allows customers to save 20% on up to 10 items from a wide variety of products, ranging from salmon or everyday essentials.

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Pick Your Own Offers was launched by Waitrose during a supermarket price war in 2015.

Mark Price, the managing director at the time, said that the scheme was ‘ground-breaking’ but potentially very expensive.

It was estimated that the price cuts could cost up to £260 million a year or more, with Waitrose splitting the cost with the suppliers it signed up.

Read: are supermarket loyalty schemes on the way out?

'Quite confusing'

According to a staff briefing document, it’s closing because customers had told Waitrose they found the ‘process for choosing and remembering their picks quite confusing.’

The document said that Waitrose will be ‘investing more in tailored vouchers and personalised offers sent through the post or at the checkout’.

They’ll be similar to those offered by other retailers including John Lewis through its myJohn Lewis card and Marks and Spencer via its Sparks scheme.  

A spokesman for Waitrose told the Guardian: “We will be contacting all myWaitrose members on Thursday (8 February) about how they can make savings more easily on the products they buy most often.”

Anika Newjoto, editor of supermarket loyalty points site shopperpoints.co.uk, told The Guardian: “Pick your own offers was simply too complex for the average busy shopper. Unless you regularly went back on to the website to change your selection as your preferred products changed, it became less and less useful.

“Most people will have forgotten what was on their list.”

Waitrose regulars needn't fret: there are still plenty of other ways to save. Check out Waitrose shopping: tricks, tips and deals to save money on your groceries.    

Get rewarded for your next supermarket shop with a cashback credit card