Recent findings highlight a barrier to accessing lower prices at major UK supermarkets for millions of consumers.
- Research conducted by Which? indicates that loyalty scheme restrictions are preventing access to discounts.
- Age, address, and digital access requirements vary across supermarkets, affecting shopper inclusivity.
- Some supermarkets are criticised for excluding younger or digitally-limited customers from loyalty benefits.
- Retailers are urged to simplify access to these schemes without compromising necessary restrictions.
An in-depth analysis by the consumer group Which? has revealed that numerous UK consumers are unable to benefit from reduced prices available through supermarket loyalty schemes. These schemes, implemented by prominent supermarkets such as Asda, Co-op, Iceland, Lidl, Morrisons, Sainsbury’s, Tesco, and Waitrose, have varied requirements that restrict consumer participation. One of the primary concerns is the age requirement, with only Co-op and Morrisons allowing entry for individuals aged 16, while other retailers impose an 18 years-of-age minimum. Interestingly, Sainsbury’s provides an exception where those under 18 can participate if added to a parent or guardian’s card.
Furthermore, address restrictions also play a significant role in determining eligibility. Supermarkets like Asda, Co-op, and Lidl impose no specific address requirements. In contrast, individuals intending to join Iceland’s savings bonus card or Morrisons scheme must reside within the UK. Similarly, Tesco and Sainsbury’s necessitate having a UK address, with Waitrose extending this further by restricting eligibility to residents of England, Scotland, Wales, or the Channel Islands.
Digital accessibility constitutes another barrier for consumers. Although Co-op, Morrisons, Sainsbury’s, and Tesco do not mandate digital access during the signup process, Asda and Iceland require it, even for those using physical cards. Likewise, discounter Lidl demands digital access, such as app downloads, necessitating an email and phone number, similar to Waitrose, which requires internet connectivity for registration.
The findings have led to calls from the consumer watchdog for supermarkets to reconsider their loyalty scheme constraints, suggesting these requirements potentially exclude certain customer demographics from accessing lower prices. Lidl has defended its position, stating that age restrictions align with legal requirements tied to app usage, where adult consent is pertinent. Sainsbury’s has reaffirmed its dedication to facilitating easy entry into its Nectar loyalty scheme, indicating an awareness of the accessibility issues raised. Meanwhile, Tesco asserts that customer feedback has not shown significant concern regarding age eligibility.
Moreover, Waitrose has justified its age and address prerequisites by aligning them with common practices among other retailers, linked to the locations of its stores. Iceland, according to reports, has yet to comment. This ongoing debate showcases the need for a nuanced approach that balances necessary restrictions with broader accessibility, ensuring that discounts are available to a more extensive section of the populace.
The investigation highlights critical barriers in supermarket loyalty schemes, urging a reassessment to make discounts more inclusive and accessible.
