The John Lewis Partnership is doubling down on customer loyalty, by hiring a new partnership head of loyalty role, and signing five-year contracts with customer insight firm Dunnhumby, and marketing technology business Eagle Eye Solutions Group.
The high street retailer has appointed Emily Wells as its first pan-partnership head of loyalty. She will report to John Lewis customer director Charlotte Lock.
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, Emily held commercial and strategy roles across various retail and consulting settings.
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The company will now use Eagle Eye and Dunnhumby to address its 20 million customers across John Lewis, John Lewis Finance and supermarket Waitrose. John Lewis will launch of a new pan-partnership loyalty programme in 2024.
John Lewis said the move “builds on the successful relaunches in the last year of My Waitrose and My John Lewis loyalty programmes”.
My John Lewis has grown to five million members who shop more frequently at a rate of 2.5 times more than non-members, according to the retailer.
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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.”
Wells said: I'm delighted to be joining at such an exciting time for the business. With such a rich brand history and ambitious plans, I look forward to working with the team to deliver great things for our customers and the partnership as we take the loyalty proposition across Waitrose and John Lewis to the next level.
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