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Waitrose has made a strategic move to reclaim its market position by reintroducing free hot beverages for loyalty card holders, marking a significant shift in its customer retention strategy. The upmarket supermarket chain announced that its 9 million My Waitrose members can now enjoy a complimentary hot drink daily without making a purchase, provided they bring a reusable cup.
The decision comes as Waitrose faces mounting pressure from rival Marks & Spencer, which recently overtook Waitrose in market share outside the Christmas trading period. Recent Kantar data reveals M&S has grown its grocery market share to 4.03%, whilst Waitrose experienced a decline to 3.91%.
This revival of the popular scheme, which was initially launched in 2013, represents a calculated effort to boost footfall and customer loyalty. The programme’s history has been marked by both controversy and acclaim, including criticism from former shadow communities minister Andy Sawford, who suggested it could harm independent coffee shops on British high streets.
The supermarket’s statement emphasised their responsiveness to customer feedback, noting that many members prefer enjoying their complimentary beverage before or during their shopping experience rather than afterwards. This flexible approach signals Waitrose’s commitment to enhancing customer experience in an increasingly competitive retail landscape.
The move reflects broader industry trends where supermarkets are leveraging additional services and rewards to maintain customer loyalty. With more than 400 stores across the UK, Waitrose’s strategy could prove pivotal in reversing recent market share losses and reinforcing its position in the premium grocery sector.
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