Campaign background
John Lewis' loyalty scheme needed to move to the next level.
The brief was to deliver a truly personalised, customer focused rewards programme, bringing customers closer to the brand.
Strategy
Four years ago, John Lewis launched my John Lewis with great success, thanks to the wide appeal of free tea and cake, as well as surprise and delight rewards, exclusive in-store events, followed by the useful online 'Kitchen Drawer' that stores receipts and makes shopping easier.
The vision was always to ensure members were receiving treats and inspiration tailored to them.
So Proximity London evolved the programme to...