What: John Lewis has unveiled new partnerships with customer loyalty and marketing experts, dunnhumby and Eagle Eye, as well as appointed its first pan-Partnership head of loyalty, Emily Wells.

Why it is important: The department store retailer is accelerating its investment in customer loyalty to deepen relationships with customers and provide them with even more benefits.

The retailer’s five year strategic agreements with the customer insights and media firm and marketing technology company will give customers greater personalization and loyalty experiences.

The group’s loyalty programs, My Waitrose and My John Lewis, have over 9 million and 5 million members respectively.

Emily Wells will also be joining the Partnership in June as head of loyalty, leading and developing the loyalty programs and teams across the organization as well as launching a new pan-Partnership proposition in 2024.

John Lewis appoints first pan-partnership head of loyalty as it ramps up rewards