Editing Waitrose (section)

===myWaitrose loyalty card===
In late 2011 the supermarket introduced its first loyalty card scheme, ''myWaitrose''. It differed from supermarket loyalty schemes like Tesco Clubcard and Nectar, giving cardholders access to exclusive competitions and offers instead of allowing them to collect points.<ref>{{cite web|title=Waitrose unveils first loyalty card in strategic shift|url=http://www.marketingmagazine.co.uk/article/1100271/waitrose-unveils-first-loyalty-card-strategic-shift|work=Marketing Magazine|publisher=Haymarket|access-date=27 December 2013}}</ref>

It later began to give cardholders 10% off selected products, as well as free tea or coffee in store and money off their shopping for purchasing selected newspapers.<ref>{{cite web|title=Waitrose ramps up 10% off deal for myWaitrose card holders|url=http://www.thegrocer.co.uk/companies/supermarkets/waitrose/waitrose-ramps-up-10-off-deal-for-mywaitrose-card-holders/350036.article|work=The Grocer|publisher=William Reed Business Media|access-date=27 December 2013}}</ref> Former Managing director [[Mark Price, Baron Price|Mark Price]] has said that this offer has made Waitrose the second largest provider of coffee in the UK, calling it a "phenomenal" response that showed other schemes offering the different system of loyalty points to be meaningless. He told ''[[The Daily Telegraph]]'': "Giving free coffee or free newspapers is disruptive to the market, but I think that is what customers want, I don't think they want a point. I mean, what is a point? I think it's meaningless. It doesn't have the richness, it doesn't have the affinity you can gauge if you engage with your customers in a different way. It is about what do consumers value today, not what did they value historically. So green shield stamps, or points, were a response to what happened post-war...I just don't think that is where the world is now."<ref>{{cite news|title=Waitrose boss attacks 'meaningless' loyalty cards|url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10538458/Waitrose-boss-attacks-meaningless-loyalty-cards.html |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10538458/Waitrose-boss-attacks-meaningless-loyalty-cards.html |archive-date=12 January 2022 |url-access=subscription |url-status=live|work=The Daily Telegraph|access-date=27 December 2013|location=London|first=Graham|last=Ruddick|date=27 December 2013}}{{cbignore}}</ref>

''The Daily Telegraph'' also later reported that Waitrose has faced "complaints from disgruntled middle-class shoppers who claim its free coffee offer is attracting the wrong kind of customer".<ref>{{cite news|title=Waitrose faces 'middle-class backlash' after free coffee attracts 'wrong kind of customer'|url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10542060/Waitrose-faces-middle-class-backlash-after-free-coffee-attracts-wrong-kind-of-customer.html |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10542060/Waitrose-faces-middle-class-backlash-after-free-coffee-attracts-wrong-kind-of-customer.html |archive-date=12 January 2022 |url-access=subscription |url-status=live|work=The Daily Telegraph|access-date=30 December 2013|location=London|first=Emily|last=Gosden|date=30 December 2013}}{{cbignore}}</ref>