John Lewis Partnership has appointed its first pan-partnership head of loyalty and is looking to ramp up its membership rewards with a new loyalty programme.

The retailer has invested in a new five-year partnership with Dunnhumby and Eagle Eye Solutions Group to explore a new membership programme across both John Lewis and Waitrose next year.

According to the group, the new partnership is part of an increased investment to give customers more value, personalisation and loyalty experiences. 

Leading the programme will be the group’s first pan-partnership head of loyalty and former Tesco executive Emily Wells. 

Wells will join the JLP in June and “will be responsible for developing and launching a new pan-partnership loyalty proposition in 2024 as well as leading and developing My Waitrose and My John Lewis loyalty programmes and teams”, said the retailer. 

Most recently, Wells was head of loyalty strategy at Tesco and has held a number of senior partnership and proposition roles over the past five years. 

John Lewis pan-partnership customer director Charlotte Lock said: “Today’s announcements show the ambition we have to transform how our much-loved brands can deliver a more personalised experience for customers.  

“With Emily’s appointment and our new partnerships with Dunnhumby and Eagle Eye, we can better help our customers however, whenever and wherever they shop with us.” 

Wells said: “I’m delighted to be joining at such an exciting time for the business. With such a rich brand history and ambitious plans, I look forward to working with the team to deliver great things for our customers and the Partnership as we take the loyalty proposition across Waitrose and John Lewis to the next level.”  

The announcement comes a year after the retailer relaunched My Waitrose and My John Lewis loyalty programmes, which have now grown to 9 million and 5 million members respectively.