Shoppers who are members of a supermarket loyalty scheme can almost always make a genuine saving on the usual price by buying loyalty priced products.
This should give shoppers confidence that they are not being treated unfairly says the Competition and Market Authority (CMA)
The authority analysed around 50,000 grocery products on a loyalty price promotion, the CMA found very little evidence of supermarkets inflating their ‘usual’ prices to make loyalty promotions seem like a better deal.
In addition, shoppers without a loyalty scheme membership are generally paying the same price during the loyalty price promotion as they do in the weeks both before and after loyalty price promotions.
The price analysis indicated loyalty prices generally do offer shoppers savings when compared with the price of the same product at other supermarkets when it is not on promotion at the other retailers.
But this is not always the case, and they found several loyalty priced products which were significantly more expensive than the cheapest price available at other supermarkets at that time, so there is value in shopping around.
