It was probably inevitable considering how compelling the Waitrose offer has been for a free newspaper.

The Sunday offer was just too good to last with customers basically being able to get a free Sunday Times with a £2.50 spend on other products. Now myWaitrose card holders have been told that they will have to spend £10 to get a free newspaper.

While not as generous, the free newspaper alongside a free coffee or tea will continue to attract customers to their mainly town centre stores. I am sure that the high spend level for a free newspaper will come as a relief for newsagents who have had to face this challenge.

But the question that the myWaitrose card asks of any independent competitor is what are you doing to encourage your loyal customers to spend more?

The email from Waitrose:

Dear Mr Denham

There are a couple of changes to your myWaitrose benefits that we wanted to make you aware of.

From 26 April 2014, the minimum amount you need to spend to receive money off your shopping with selected newspapers will be £10. That’s across all newspapers in the offer.

We’re also making the monthly prize draw even simpler. From 1 May, each time you use your myWaitrose card you’ll be entered into a draw to win £5,000 in vouchers to spend at Waitrose or John Lewis. With 10 runners up each winning £500 in vouchers.

Everything else will stay exactly the same. If you have any questions please don’t hesitate to contact us and we’ll be happy to help.

The myWaitrose Team