John Lewis Launches Mobile-second Loyalty Scheme

John Lewis has announced plans to roll out a membership card for its customers with a launch date penned for 30 October.

The card was trialled among nursery and beauty customers, the company said, offering rewards, entry to prize draws and local event invites based on preferences share with the retailer.

Given that mums are responsible for 75 per cent of spending decisions in homes with children, according to BabyCentre, and there is 87 per cent smartphone penetration among this group, should a mobile-first strategy have been chosen?

A spokesperson said they do ‘absolutely’ have plans to incorporate mobile in the future but decided not to at the launch stage.