John Lewis Partnership is putting a strong focus on enhancing its customer loyalty efforts by increasing its investment in loyalty and forming strategic partnerships with external firms. The company has teamed up with customer insights and media firm dunnhumby and marketing technology company Eagle Eye Solutions Group to deepen its understanding of customers and provide a more personalized experience.

With a customer base of 20 million, including in-store and online shoppers, John Lewis is committed to investing in data and loyalty to better meet customer needs and offer greater value. As part of this strategy, the retailer plans to launch a new pan-company loyalty program in 2024.

The partnership agreements with dunnhumby and Eagle Eye Solutions Group will last for five years and aim to provide customers with enhanced personalization and loyalty experiences. These collaborations come after successful relaunches of the My Waitrose and My John Lewis loyalty programs, with the latter now boasting five million members who shop more frequently than non-members.

The partnerships will not only benefit customers but also create collaboration opportunities with suppliers to support the growth of the JLP Insights & Media service.

To lead these loyalty initiatives, Emily Wells has been appointed as the Head of Loyalty at John Lewis Partnership. With previous experience as the Head of Loyalty Strategy at Tesco, Wells brings valuable expertise to her role.

Charlotte Lock, Customer Director at John Lewis and Pan-Partnership, expresses the company’s ambition to transform the customer experience through these initiatives. With the addition of Emily Wells and the partnerships with dunnhumby and Eagle Eye, John Lewis aims to provide exceptional assistance to customers throughout their shopping journeys, regardless of the time or place they choose to shop.

Useful links:
1. dunnhumby
2. Eagle Eye Solutions Group