Supermarket chain Waitrose is piloting a new programme which provides additional benefits to loyalty card members by giving them free products or money-off vouchers every month.

The new scheme is set to start today (1 September) and will roll out across 18 select stores. Customers will receive the ‘Little Treat’ voucher after spending £50, £100 and £250.

The rewards programme will reset monthly, allowing customers to acquire multiple rewards over the year.

Nathan Ansell, Chief Customer Officer for Waitrose said: “We’re continually investing in and evolving our My Waitrose loyalty club for the benefit of our members. ‘Little Treats’ is a way to regularly remind our growing number of loyal customers just how much we value them.

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“It could be something delicious, something useful or something that makes them smile. Over the course of a year they could receive many treats, and I hope each one reminds them that being a My Waitrose member means they’re part of a special club of food lovers.”

The move is part of the retailer’s strategy to continue growing its active members, as part of the My Waitrose loyalty scheme.

Last year Waitrose grew its loyalty card members by 7% to 4.6 million and continues to double down on expanding the programme.

In June the retailer connected its loyalty card scheme to Uber Eats.