Top UK supermarket chain introduces new loyalty scheme – and it has a major delivery perk
The scheme, called the Waitrose Delivery Pass, is now available across the UK after a successful trial.
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It allows shoppers to pay a fixed amount upfront for deliveries, either monthly, six-monthly, or annually, through the Waitrose website or app.
Without a pass, delivery slots cost between £2 and £4 each.
But with the new scheme, a one-month pass will cost £8, a six-month pass is £45, and a 12-month pass comes in at £85.
Waitrose says the annual plan could save customers up to £123 a year if they order once a week using a £4 slot.
Customers who sign up will also get early access to Christmas delivery slots – which become available in September – giving them a head start on booking during the busy festive season.
Laura Burbedge, Waitrose director of online, said: 'We're investing in our online business to continuously improve it, giving our customers even greater value and the best possible experience.
'Thousands of customers signed up for Delivery Passes through our trial, so we expect to see strong demand across the UK as we roll it out.'
The move comes as supermarkets compete to offer better value and convenience to customers who increasingly rely on home delivery.
The COVID-19 pandemic shifted shopping habits, and while many people have returned to stores, online grocery shopping remains popular, particularly among busy families and older shoppers.
Waitrose said the pass is part of wider investment in its digital offering, including improved website functionality, app updates, and more delivery slots.
It's also increasing capacity in some areas to meet demand, particularly in urban locations.
Subscriptions have become a growing trend in the grocery world, helping shoppers save while locking in customer loyalty.
Tesco's Delivery Saver lets customers choose from midweek or anytime plans starting from £2.49 a month.
Sainsbury's offers its Delivery Pass from as little as £10 for three months, covering unlimited deliveries for orders over £40.
Other retailers outside traditional supermarkets have joined in too. Iceland introduced a Bonus Card Savings scheme offering exclusive delivery slots and offers to regular shoppers.
Meanwhile, Amazon Fresh continues to offer free grocery deliveries to Prime members in selected postcodes, with no extra charge beyond the Prime membership fee.
Waitrose says more updates to its online shopping experience will be announced in the coming months.
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