John Lewis to launch VIP experiences for loyalty card members

John Lewis is set to open a VIP lounge at its flagship store on Oxford Street in London for loyalty card members, according to reports from The Telegraph.

The company has revealed that it will be trialling the VIP area until Christmas, with customers able to get a complimentary glass of sparkling wine or cup of coffee, as well as hand and arm massages and Waitrose chocolates.

My John Lewis members will be able to book slots in advance or walk in if there is space, and will be able to bring two guests with them. The area will accommodate up to 30 customers each hour.

The scheme is being trialled as a result of a surge in loyalty card sign-ups. Over the past year, the number of My John Lewis members has jumped by 13% to 3.8 million people.

It is all part of a drive to bring back customers to its department stores after it had lost ground to rivals such as Marks and Spencer in recent years.

Rosie Hanley, John Lewis’s brand director, told the newspaper that the new lounge was “about rewarding loyalty with a premium experience”, adding: “This trial is a perfect example of our wider strategy: investing in our stores to offer unique, service-led experiences that our customers can’t get anywhere else.”

The partnership also has a separate My Waitrose loyalty scheme. The company has previously signalled it would launch a joint loyalty card valid across both the department stores and supermarkets with an initial aim of launching the joint card in 2024. However, the plans have faced delays as the retailer focuses on driving a turnaround push.

Retail Sector has approached John Lewis for comment.