Proximity shows off free cake for 'my John Lewis' card

Proximity London is today launching John Lewis' first loyalty card, 'my John Lewis', with a campaign showcasing the rewards on offer including free tea and cake every month.

John Lewis: launches first loyalty card
John Lewis: launches first loyalty card

The loyalty scheme, managed in-house by the department store, rolls out nationally this week after a trial launch last year.

It offers rewards such as events, prize draws and food and drink, rather than the traditional points-based scheme used by many loyalty cards.

The launch creative from Proximity includes the design of the ‘my John Lewis’ card and point-of-sale posters.

One poster features hands wrapped around a cup of coffee above a plate of cake, with the tagline, "inviting you in". Another focuses on a photograph of a slice of cake with the line, "your vouchers", acknowledging the rewards-based approach of the card.

Proximity has also created a welcome pack for the scheme, leaflets and direct mail and emails. The agency picked up the John Lewis CRM account in May after a four-way pitch.

The "my John Lewis" card will tailor rewards to its customers' interests, using data, and marks a move by the retailer to encourage loyalty and gather more information on its shoppers.

The art director for the work was Jo Jenkins and the copywriter was Sally Skinner.

John Lewis trialled the reward scheme last year, following in the footsteps of sister brand Waitrose and rival retailers Tesco and Boots.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More