The scheme, called Waitrose Food Club, will be led by the supermarket's managing director Mark Price, who is known for communicating with customers through his personal blog.
Last week Price said that Waitrose would be offering more promotions, deeper discounts in response to the ‘challenging economic times'
The scheme is Waitrose's first move into the loyalty club arena, although its rival Tesco and Sainsbury's have had reward card schemes for several years.
Despite the difficult trading environment Waitrose reported a 4.1% increase in like-for-like sales in the five weeks to January 5 as consumers traded up and treated themselves over Christmas.
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