John Lewis Partnership has unveiled an ‘accelerated investment in customer loyalty’ and announced new strategic partnerships with two external firms, as well as naming its first pan-Partnership Head of Loyalty. The new link-ups — with customer insights and media firm dunnhumby and marketing technology company Eagle Eye Solutions Group — will help deepen their relationships with customers. The retailer added that it continues to focus on its relationships with the 20mn customers who shop via its various stores, webstores and use its other services. The company also said they would invest in data and loyalty, including the launch of a new pan-company loyalty programme in 2024. The partnership deals cover five-year periods and ‘will give customers greater personalisation and loyalty experiences’. They follow the ‘successful relaunches’ in the last year of My Waitrose and My John Lewis loyalty programmes.