Waitrose has chosen the start of September to refresh its relationship with customers. A new trial called “Little Treats” is being rolled out in a selection of stores, rewarding shoppers who cross certain monthly spending thresholds with surprise benefits.
The mechanic is simple, but it marks a shift in how the retailer views loyalty: not just points on a card, but timely, personalised recognition. It arrives alongside another major announcement—Waitrose has completed the full transition of its own-label chicken to meet the Better Chicken Commitment, making it the first UK supermarket to do so.
The dual focus is clear. Waitrose is determined to hold its premium position through both values and rewards: shoppers are encouraged to feel good about animal welfare standards while enjoying small extras for their regular custom. September will reveal whether the trial is enough to re-energise loyalty in a fiercely competitive market.
