Jeffrey The Kitchen Drawer app thing is genius. It also stores all the white goods guarantees that would otherwise get lost or go down the back of a cupboard drawer. That's what I mean about John Lewis/Waitrose schemes - it doesn't really cost JL much to offer this stuff, but it suggests that someone's actually sat down and thought about what makes shoppers feel rewarded and valued, in return for harvesting all their shopping details. Similarly, Waitrose probably save money by letting customers choose their own 10 items for 20% off, because they don't impulse buy storewide offers, but it just feels more individual as a shopping experience.
It's like the Boots card - yes, sure, they're monitoring my shopping but the points mount up quickly and you can use them on something useful or something treaty.