UK supermarket group Waitrose is to give its loyal customers the ability to choose which groceries they want to save money on every time they shop, whether they are shopping in-store or online. This article is copyright 2015 The Best Customer Guide.

The programme, called 'Pick Your Own Offers', allows customers who are members of the supermarket's myWaitrose loyalty programme to choose which products they'd like to save 20% on.

Customers will be able to select ten items from a list of nearly a thousand, from every day or frequently bought items to special treats. Customers will still be able to benefit from the other offers available including the on-going myWaitrose benefits. The list has been selected from the most popular items that customers usually put in their shopping baskets, and offers a combination of branded and own-brand goods.

Pick Your Own Offers runs in addition to Waitrose Brand Price Match, which will continue to match Tesco on branded products (conditions apply). "Different forms of personalised marketing have been around since the 1990s, but we're introducing mass customisation in grocery. Customers can choose what's valuable to them when they shop for groceries," said Mark Price, managing director for Waitrose.

How it works
Customers simply log on to their Waitrose.com account and choose ten products for a 20% discount and make their initial selection online. Once confirmed, the customer's selection then remains fixed for a set period (their first selections will remain in place until the end of summer).

Each time the customer buys their selected products in store or online, the 20% discount will be automatically applied. For this to happen, the customer's myWaitrose card must be swiped in store, and linked to their Waitrose.com account online.

As a launch incentive, customers signing up for the scheme by 7th July 2015 earn £6 off a £60 shop.

The myWaitrose loyalty scheme now claims more than 5 million members, with 70% of Waitrose sales being tied to a myWaitrose card.