Waitrose has appointed Alex Lovell as its new head of loyalty, as it aims to relaunch its MyWaitrose loyalty scheme.

Lovell’s appointment marks the supermarket’s latest attempt to revamp its loyalty team, ahead of the upcoming relaunch of its loyalty programme later this year, reported The Grocer.

The newly created role will see Lovell report to customer director Nathan Ansell, and be responsible for loyalty at Waitrose, which in recent years, includes a revived free coffee offer and discounts in store, as well as the full rollout of more personalised offers.

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Lovell joins the upmarket grocer from Sainsbury’s, where she was previously, along with other roles, head of loyalty, before being promoted to customer director of its Smart Charge EV business and then head of brand growth on its now folded Future Brands programme.

Ansell told the title: “I am delighted to welcome Alex as our head of loyalty for Waitrose. She brings a wealth of experience and expertise to this role, most notably from her time as head of loyalty for Sainsbury’s and Argos where she has a track record of delivering innovative, customer and commercially led change across grocery retail.

“Alex has a deep understanding of the challenges and opportunities of loyalty in the grocery sector, and we’re thrilled for her to join us here at Waitrose.”