Shoppers threaten to boycott major supermarket after popular loyalty freebie is axed AGAIN
SHOPPERS have threatened to boycott a major supermarket after a popular freebie has been scrapped for a second time, testing the loyalty of customers.
The members benefit was originally phased out back in February 2022 but saw a resurgence for a small number as a “goodwill gesture”.
Owned by the John Lewis Partnership, Waitrose has announced that it will no longer offer free newspapers when loyalty card customers spend £10 or more.
Those with their name to a myWaitrose card were informed via email that they would no longer receive the discount newspaper vouchers from October 29.
According to a spokesperson for the supermarket giant, the number of customers still receiving the vouchers as a “temporary goodwill gesture” was very small.
The majority of MyWaitrose members won’t see any changes as they were not receiving the vouchers after 2022.
First offered to shoppers in 2013, Waitrose clients needed to spend £5 or more during the week to reap the reward, with this doubling to £10 at weekends.
Then, in 2016 the Monday to Friday offer was raised to £10 with the perk later being scrapped just two years ago.
At the time, the supermarket giant claimed that only 5pc of customers were taking advantage of the offer but since then a small number of loyalty card customers could still buy a discounted daily newspaper after 3pm.
This is not the first time the high-street brand has dropped benefits for its frequent spenders.
The offer which saw customers entitled to a free hot drink with every purchase was scrapped until the store decided to bring it back after facing backlash.
Reinstating the beverage allowance in 2022, shoppers could only claim theirs when bringing their own reusable cup.
The loyalty scheme was originally launched in 2011 and has been incredibly popular ever since with the latest figures in 2022 suggesting around 9 million members.
Those opting to sign-up for the MyWaitrose card could receive money-off vouchers and discounts on dry cleaning products.
However, since a change in its terms and conditions earlier this year, customers may no longer receive discount vouchers every week.
With the short notice period before the freebie is cut from the clasp of customers, many have already taken to social media to express their strong thoughts.
One person wrote on X, formerly known as Twitter: “I think your decision to remove the newspaper vouchers for loyal customers who regularly shop with you is a major mistake.”
Another said: “Received an email giving 6 days notice that I’ll no longer receive free newspaper vouchers as part of your loyalty scheme.
“Given that the other benefits are of zero interest I shall take my custom and cash elsewhere.”
Someone else put: “Disappointing you are removing the free newspaper from your benefits.
“My parents only go into Waitrose on the weekends for the free paper but always ended up buying other things walking through the store.
“Guess they’ll be no need for them to go there now.”
A fourth commented: “Gutted @waitrose is ending my newspaper vouchers.”
Someone else wrote: “What a shame – it was a great benefit – I cannot afford to buy them.”
Another claimed the changes were a “middle-class disaster”.
One user posted a picture of the email they had received informing them that they would no longer be offered the daily newspaper vouchers.
According to the screenshot and a spokesperson for Waitrose, loyalty card customers can continue to enjoy:
- Personalised discounts on members’ favourite items
- Free HotDrinks every day from our self-service machines with any purchase in store*
- Members-only discounts
- Free waitrose magazines
- Exclusive competitions
- Fish Fridays: save 20% on selected fish from the counter
- Sizzling Saturdays: save 20% on selected meat from the counter
A spokesperson for Waitrose previously told The Sun: “Our newspaper offer was retired in February 2022, as it was only being used by 5% of customers. A small number retained the offer as a temporary goodwill gesture, but we’re phasing these out to invest in rewards that benefit all members.
“These customers will get additional rewards over the coming weeks to thank them for their loyalty, as well as our wider benefits, like free hot drinks and personalised offers, which remain hugely popular.”
They added that the decision has been made to “reinvest the money to offer benefits accessed by a much bigger proportion of customers”.
Those who are disappointed by the vouchers coming to an end should receive “additional money off vouchers” and “other rewards” over the coming weeks to “thank them for their ongoing loyalty”.
Supermarket loyalty schemes - which has one?
MOST UK supermarkets have loyalty schemes so customers can build up points and save money while they shop.
Here we round up what saving programmes you’ll find at the big brands.
- Iceland: Unlike other stores, you don’t collect points with the Iceland Bonus Card. Instead, you load it up with money and Iceland will give you £1 for every £20 you save.
- Lidl Plus: Lidl customers don’t collect points when they shop, and are instead rewarded with personalised vouchers that gives them money off at the till.
- Morrisons: The My Morrisons: Make Good Things Happen replaces the More Card and rewards customers with personalised money off vouchers via the app.
- Sainsbury’s: While Sainsbury’s doesn’t have a personal scheme, it does own the Nectar card which can also be used in Argos, eBay and other shops. You need 200 Nectar points to save up £1 to spend on your card. You need to spend at least £1 to get one Nectar point.
- Tesco: Tesco Clubcard has over 17million members in the UK alone. You use it each time you shop and build up points that can be turned into vouchers – 150 points gets you a £1.50 voucher. Here you need to spend £1 in Tesco to get one point.
- Waitrose: myWaitrose also doesn’t allow you to collect points but instead you’ll get access to free hot drinks, and discounts off certain brands in store.