The Little Treats programme is part of Waitrose’s continued effort to strengthen its customer loyalty strategy. With growing competition in the supermarket sector, Waitrose aims to keep its most loyal customers engaged with enticing incentives. The scheme provides My Waitrose members with opportunities to claim rewards after meeting specific spending thresholds.
New Monthly Rewards System
According to Waitrose, the Little Treats initiative offers My Waitrose members the chance to claim up to three rewards each month. These rewards become available after spending £50, £100, and £250, with the option to earn different freebies or money-off vouchers at each stage. The vouchers, which appear automatically in customers’ online accounts or apps, can be redeemed in store or online and must be used within two weeks.
The launch of this scheme follows a successful two-month trial in 74 stores across the UK, where customers were given the opportunity to enjoy rewards such as free bunches of Waitrose Foundation Pastel Roses, No.1 pizzas, and up to £5 off their purchases. The feedback from participants was overwhelmingly positive, prompting the supermarket to extend the offer to all its UK locations.
Waitrose is keen to highlight that this programme is not just about giving away free items, it’s part of a broader strategy to increase customer loyalty. The supermarket’s head of loyalty, Alex Lovell, stated that the launch of Little Treats marks a “massive moment” in solidifying My Waitrose as a club for food lovers. He further emphasized that the programme is a way of expressing gratitude to the growing number of regular customers.
Strengthening the My Waitrose Programme
The expansion of the Little Treats programme increases the total number of benefits for My Waitrose members to ten. Existing perks include personalised discounts, free hot drinks, service counter reductions, and a monthly edition of Waitrose Food Magazine. The addition of these new monthly rewards positions Waitrose as one of the more generous supermarkets in terms of loyalty schemes.
Waitrose’s approach to customer loyalty has been evolving, with the introduction of Little Treats being one of the key updates in 2025. The supermarket’s emphasis on rewarding regular customers is part of a broader retail trend, with many chains ramping up their loyalty programmes to better compete in an increasingly competitive grocery market.
The introduction of Little Treats is also being viewed as a significant response to the changing landscape of consumer expectations. Shoppers are now more accustomed to receiving tangible benefits for their loyalty, and Waitrose has recognised this shift by offering rewards that feel more immediate and personal.
By allowing members to track their progress and claim multiple rewards throughout the year, the scheme aims to foster a deeper connection with customers. The Little Treats initiative represents Waitrose’s commitment to keeping its customers engaged and valued, making them feel appreciated for their loyalty to the brand.
