Strangely enough, I don't get points and free stuff for family loyalty.
I am grateful for the new tradition of £0.08p veggies at Christmas.
But I see no reason for Supermarkets to expect loyalty.
Loyalty Cards
Are you kidding me!
Years ago, the TESCO points used to add up to something substantial, but they've cut back on the rewards, so it's hardly worth bothering with.
Loyalty Cards: They are just annoying cards. Keep loyal customers by keeping them happy. Here are some tips for free:
- Do NOT rearrange the stock. No one likes it! When we know where to find stuff, we want it to always be in the same place.
- Keep the prices low and fair. Don't expect me to buy three lots of something to get a better price. Just cut the price of buying one. I'll buy more if I want more.
- Thirdly, for bonus points, carry an interesting variety of locally sourced stock with big, bold labels reading 'Made in Britain'. Or grown in Staffordshire.
Above all...
Something that really winds me up —
The dual pricing system
It’s everywhere. You know: £1.75 with Clubcard, £2.50 without.
Tesco, Sainsbury’s, even Co-op’s started doing it.
So now, the price you pay for your food depends on whether you’ve signed up to their loyalty scheme and remembered to bring your card or scan your phone.
Loyalty? I call it disloyalty pricing — because it punishes the people who haven’t signed up and those who are TOO YOUNG to sign up. Or the homeless. Or those who forgot to bring their card/phone.
Let’s be honest: it’s not really about loyalty, is it?
It’s about data.
They want to know what you buy, when you buy it, and how much you’re willing to spend. Every pint of milk and pack of biscuits gets recorded somewhere in a database, so they can target you with “personalised offers”. Keep them. I've told you what I want (see bullet points above).
The Competition and Markets Authority looked into this stuff.
Their research found that about 70% of shoppers think the discounts are useful, who doesn't like a discount?
Almost half — 43% — think it’s unfair that members get lower prices than everyone else.
Count me in that 43%.
If you’re not a member, you’re basically being charged a penalty price for daring to mind your own business and not hand over your data.
Or, you’re being charged a penalty price because you forgot to scan your phone/card.
And it’s not like you can shrug and say, “I’ll just pay the normal price.” That “normal price” isn’t normal anymore — it’s inflated to make the “loyalty price” look good.
See how the Tesco receipt says the bill was £120, but they gave you £20 discount. No, the shopping was £100, but they are making some people pay that much more.
For a while, I was shopping at ASDA to escape this hell. But they have started a similar scheme now, and coincidentally, their prices have gone up dramatically so that it's cheaper for me to go back to Tesco. But they are all much of a muchness, and Sainsbury's has some amazingly nice veggie food that suits my mean budget.
Sadlly, two-tier pricing is normal these days.
No matter that it punishes those under 18 or various sections of poor people who might not have signed up for the card.
Profits are up. Yet we’re supposed to feel grateful that we can get a cheaper price if we play the game right.
I feel like I'm the one being played by those corporate giants.
I don’t want to join a scheme to buy food at a fair price.
I don’t want to download an app, or carry a plastic card, or scan a QR code to avoid paying extra for pasta.
I just want a supermarket where the price on the shelf is the price for everyone.
Is that too much to ask?
We used to call that fairness.
Have you ever thought that if loyalty were about rewarding regular customers, the savings would be automatic every time we went into the shop? No need for a card. Or, sure, give us vouchers for money off clothes to tempt us to spend money in that section.
But two prices for groceries just seems wrong to me. So wrong it just might be immoral.
Sign up, hand over your details, and we’ll stop overcharging you.
That’s not loyalty.
That’s blackmail by barcode.
WHAT WOULD YOU DO?
If I were in charge, I would consider banning two-tier pricing for regular groceries in regular supermarkets.
What do you think?













