Major supermarket axes loyalty scheme reward and shoppers are 'disgusted'

16 January 2024 , 10:48

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Co-op is changing its membership scheme (Image: Getty Images)

Co-op is changing its rewards scheme later this month so supermarket shoppers will no longer get money back on certain purchases.

At the moment, shoppers who are signed up to Co-op Membership earn 2p for every £1 spent on Co-op branded products and services. But this part of its loyalty scheme will come to an end on January 24. Those who have money in the scheme will have until December 31, 2024, to spend it. The Co-op says shoppers will instead benefit from an “increased number of member prices and deals” in stores. Shoppers have been reacting to the news on social media.

One person said on Twitter/X: "Disgusted to receive an email from @coopuk advising that as of 24 January, you’ll no longer earn rewards for purchasing Co-op products and services." Another said: "I tend to buy similar staples from Coop (local, good rewards) and if the offers aren’t those I will be worse off."

A third said: "Their membership card was one of the best but is now just the same as the others." In response to one post, the Co-op said: "Rather than earning a few pence on rewards, our Members will now make substantial savings on their shop with immediate discounts being applied at the till. Overall, a bigger saving on Co-op, and branded products."

The Co-op said in a statement to The Sun: "We know times are tough for our member owners and communities right now, which is why we've listened and are making some changes to give more value back to them whilst still supporting local communities. From January 24, instead of earning rewards on the purchase of Co-op branded food purchases, members will now benefit from a significantly increased number of member prices and deals in all our businesses."

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The Co-op recently revamped its loyalty scheme to include lower prices in stores on some products, following in the footsteps of Tesco and Sainsbury’s. Co-op Membership costs £1 to sign up to. However, just because something is lower in price for members, doesn't mean you can't get it cheaper still elsewhere. Always compare prices online using a shopping tool like Trolley.co.uk.

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