What shoppers really think about supermarket loyalty schemes
Supermarkets have flooded the market with next-generation loyalty schemes to give back to their customers – but do shoppers actually think of them as a reward? And after speculation about their value, do they trust that the prices they see are genuine? To find out, Retail Week asked consumer research firm Walnut Unlimited to survey 2,000 shoppers about their thoughts on the schemes. What’s overwhelmingly clear from the research is that although supermarkets are hopping on the member prices/loyalty scheme bandwagon left and right, and most consumers are part of at least one, many shoppers don’t like them. The systems may be designed to reward shoppers for their loyalty but 42% of consumers say they are unsure or disagree that loyalty card prices offer good value. This fluctuates based on age, so younger and older age groups are more likely to agree that loyalty prices offer them good value, but middle-aged groups, which include most of the UK’s family ...