Waitrose has reintroduced its free coffee perk for members of its loyalty scheme who do not buy anything in its stores as it battles to win back shoppers from Marks & Spencer.
In an email sent to its customers this week, the supermarket said it was changing the terms and conditions of its My Waitrose scheme. The message said: “You’ll be able to get your free hot drink without buying anything in-store first. Don’t forget your reusable cup!”
This will replace the current terms, which require shoppers to buy something first.
Waitrose started offering free tea or coffee without a purchase in 2013. This propelled the supermarket to being the second-largest provider of coffee in the UK. However, the policy was changed in 2017 following long queues and complaints from regular shoppers who claimed that it was attracting freeloaders rather than genuine customers.
Commenting on the latest development, a spokesperson for Waitrose said: “Some of our members like to have their free coffee before or during their shop, rather than afterwards, so we are just offering a bit of flexibility in response to customer feedback.”
Other changes to the terms and conditions for its My Waitrose scheme outlined in the email included a 20% discount at the supermarket’s cheese counters on Thursdays. Waitrose also stated that it had streamlined the way members can use vouchers. “Simply select your vouchers before you checkout and they’ll be automatically applied when you scan your My Waitrose card,” it said.
The improved offer comes as Waitrose battles a resurgent M&S, which has been gaining market share after improvements in its product range and price competitiveness.
NAM Implications:
- A basic retail maxim: try it and see…
- (but cancelling it twice will have consequences…)
