Customer loyalty card deals are rip-offs, warns Which?

Loyalty card tactics used at big supermarket chains have been criticised as a “rip-off" by Which? - as the consumer watchdog revealed surprising before-and-after prices that shine a light on the practice.

- ALBERT TOTH

In a study of 12,000 product prices over time, it was found that many shops will seemingly hike prices on products just days before applying a loyalty card discount, making an offer seem much better than it is.

Boots and Superdrug are named as the biggest offenders, with loyalty pricing practices that the Which? called “concerning”. Their report found that, over a six month period, 16 per cent of products at Superdrug had been at their non-loyalty price for less than half the time.

At Boots, this applied to 10 per cent of their products. In one instance, the report also found the high street health retailer had increased the price of an electric toothbrush from £150 to £400, a 166 per cent increase. This new price was only in place for just under two weeks before a loyalty card price was reintroduced – back at £150.

Several supermarkets are also named in the report, including Tesco, Sainsbury’s and Morrisons, all offering 23 to 25 per cent savings with to loyalty card members.