John Lewis loyalty card to offer gift voucher rewards

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By: Wise Marketer Staff |

Posted on October 12, 2004

Following the recent launch in the UK of the John Lewis Partnership Card loyalty programme by the John Lewis Partnership, the firm's range of gift certificates and vouchers are soon to be used to reward loyal customers.

The gift certificates, created and produced in partnership with secure printing firm BemroseBooth, can already be purchased directly from John Lewis. For a number of years John Lewis Partnership has been working with BemroseBooth to develop solutions in the areas of gift and incentive vouchers, as well as garment identification and tracking.

In June 2004, the retailer launched a redesigned web-enabled gift voucher that gave customers the ability to spend the vouchers at John Lewis department stores, Waitrose supermarkets, and online at With the added online option, gift voucher users are able to buy at any time of day. BemroseBooth helped the company to design the vouchers and incorporated a variety of security features that allow authenticated online redemption.

Rewards vouchers
The vouchers are produced at BemroseBooth's secure print facility in Derby and distributed to John Lewis locations on demand. Toward the end of 2004, the vouchers will also be used for loyalty programme rewards as well.

"We are very excited about the new product, and feel that a paper voucher with online functionality will allow us to further enhance our position in the gift voucher marketplace," commented Vicky Lovell, head of John Lewis's voucher programme.

The John Lewis Partnership operates 26 department stores and 159 Waitrose food stores throughout the UK, and employs more than 60,000 people.

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