# Combined Customer Loyalty Cards John Lewis and Waitrose Unveiled a Joint Loyalty Scheme By Grace Mahas | Published 2020-09-24 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/john-lewis-and-waitrose References: [thegrocer](https://www.thegrocer.co.uk/service-and-availability/john-lewis-and-waitrose-to-roll-out-joint-loyalty-scheme/648462.article) John Lewis and its subsidiary, [Waitrose](https://www.trendhunter.com/trends/john-lewis-partnership), recently joined forces to launch a [combined customer loyalty card](https://www.trendhunter.com/trends/doordash-and-pc-optimum) in an effort to bring the two aspects of the business together. Although there is no official launch date as of yet, the brand hopes to launch the program soon as currently there are seven million [MyWaitrose cardholders](https://www.trendhunter.com/trends/waitrose-delivery-pass) and 2.6 million My John Lewis members. James Bailey, the Executive Director of Waitrose, commented on the new partnership, stating: “Joint loyalty and joining the brands in a physical, digital and strategic way forms a very big part of our strategy going forward...We’ve got two much-loved brands with very loyal customers that don’t, at the moment, take advantage of what they’ve got collectively. Loyalty in several different formats at a joined-up level is important.” Image Credit: John Lewis & Partners ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 45% | Activity: 78% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Combined Customer Loyalty Programs:** Combining customer loyalty programs from multiple companies to create a seamless and more attractive customer experience. - **Physical and Digital Integration:** Integrating physical and digital customer experiences to create a more cohesive brand identity and drive customer loyalty. - **Joining Forces of Multiple Brands:** Partnering and combining the strengths of multiple brands to create a more powerful and cohesive customer loyalty program. ### Where This Applies - **Retail:** Retailers can take advantage of combined loyalty programs to attract and retain customers, as well as to provide a seamless customer experience across various product lines. - **Hospitality:** Hotels and other hospitality businesses can use combined loyalty programs to provide a more holistic experience for customers while, at the same time, making it easier for them to earn and redeem rewards. - **Financial Services:** Financial services companies can partner with retailers and other businesses to offer combined loyalty programs as a way to increase customer satisfaction, loyalty, and engagement. ## Related on Trend Hunter - [Retail Giant Housing Developments](https://www.trendhunter.com/trends/buildtorent-homes.md) - [Loyalty-Focused Collaborative Initiatives](https://www.trendhunter.com/trends/united-airlines-and-instacart.md) - [Canadian Loyalty-Based Partnerships](https://www.trendhunter.com/trends/canadian-tire-and-tim-hortons.md) - [Loyalty-Based Rewards Programs](https://www.trendhunter.com/trends/nescafe-dolce-gusto.md) - [Revamped Grocery Loyalty Apps](https://www.trendhunter.com/trends/tesco-3.md) - [Collaboration Garden Center Eateries](https://www.trendhunter.com/trends/dobbies-garden-centres.md) - [Consumer-Driven Grocery Stores](https://www.trendhunter.com/trends/waitrose-home-of-food-lovers.md) - [Beauty Loyalty Programs](https://www.trendhunter.com/trends/new-customer-loyalty-program.md) - [Customer Loyalty-Focused Partnerships](https://www.trendhunter.com/trends/doordash-and-pc-optimum.md)