A recent investigation by a consumer watchdog has revealed significant barriers preventing millions of individuals from accessing discounted prices at major UK supermarkets.
The research scrutinised the membership criteria of loyalty schemes operated by prominent supermarket chains, highlighting age, address, and digital access requirements as key impediments. Notably, only Co-op and Morrisons permit individuals as young as 16 to join their loyalty schemes. In contrast, the majority, including Asda, Iceland, Lidl, Sainsbury’s, Tesco, and Waitrose, impose a minimum age requirement of 18.
For address requirements, Asda, Co-op, and Lidl do not mandate an address for participation. However, Iceland and Morrisons require UK residency, while Tesco and Sainsbury’s necessitate a UK address. Waitrose stipulates that members must reside within England, Scotland, Wales, or the Channel Islands.
Digital engagement presents another layer of complexity. Supermarkets such as Asda and Iceland demand digital access to join loyalty schemes, even when using a physical card. Lidl necessitates downloading an app and providing an email address and phone number, whereas Waitrose requires an email and internet access. Conversely, Co-op, Morrisons, Sainsbury’s, and Tesco do not make digital access a mandatory condition for participation.
The watchdog expressed concerns that these stipulations disproportionately affect certain demographics, such as younger individuals, those without a fixed address, or those with limited digital access. Retailers have responded to these findings with various justifications. Lidl emphasised compliance with legal standards, citing necessary age restrictions for app use and adult consent. Sainsbury’s affirmed its intent to simplify the membership process for its Nectar scheme. Tesco reported an absence of consumer complaints regarding age eligibility, and Waitrose justified its criteria based on store locations.
The ongoing dialogue between retailers and consumer bodies underlines a pressing need for inclusivity, ensuring that discounted prices are accessible to all.
The findings underscore a need for supermarkets to rethink their loyalty scheme criteria, promoting inclusiveness and equitable access to discounts.
