As soon as Tesco said it was cutting some of its Clubcard rewards, customers started venting their anger.
“Kick people while they’re down,” he said. Another called it a “shot” after you have saved the coupon for two years.
The supermarket has now backtracked and delayed the cut until the summer.
But experts believe that the move is part of a broader trend, and said that the days of buyers with plastic loyalty cards and collect supermarket reward vouchers are numbered.
“This concept of swiping a cash card is dated. That’s not what attracts us to a supermarket,” says retail analyst Natalie Berg of Planet Retail.
It is not a coincidence that Aldi and Lidl, the UNITED kingdom, two in the fastest growing chains of supermarkets, they do not have loyalty cards.
“The customers are no longer monogamous. The idea of being loyal to a particular supermarket is a thing of the past,” he says.
With the weekly, out-of-store in the city that are in decline, and supermarkets facing strong competitive pressure on prices and supply on-line, it is not a surprise that the loyalty cards are less of a priority, Ms Berg said.
However, the game on the Tesco move has shown the buyers still cared about the loyalty rewards.
“It is the final stage of the loyalty card, but not loyalty programs,” says Martin Lewis, founder the Money Saving Expert website, which has led the campaign against Tesco a sudden Clubcard changes.
“The idea that it’s a piece of plastic, and that you get points and coupons, is going to go.”
He knows of shoppers who have a keychain that contains more than 40 loyalty cards. Those will increasingly become a thing of the past as they are replaced with technology that offers discounts, Mr. Lewis says.
There is at least a smartphone app, Stocard, which allows users to load all their loyalty cards in one place.
And the salad chain is an Essential Ingredient, let it fall, his customer card in favor of an app that allows you to manage your payments and gives reward points.’Private’
As the consumption change, so our expectations for the loyalty programs.
The british buyers have about three loyalty cards on average, but use only two of them, according to retail analysts TCC Global.
And there are signs that customers are becoming “disenfranchised” with the prizes offered, says the TCC is Bryan Roberts.
Only 5% of shoppers would stop to go into a store, if abandoned its loyalty card, ” he adds.
What customers really want is the ability to turn rewards in family days out or Pizza Express meals – which may explain why Tesco’s move has caused an uproar.
Tesco Clubcard, which was first introduced in 1995, allows customers to accumulate points for the money spent with the supermarket. The voucher to generate can be used for meals at the restaurant or at the entrance to attractions such as London Zoo, for example.
Some could be used for four times their face value. Tesco is now the cutting of more than three times their value, but has delayed the change until 10 June.
Alessandra Bellini, Tesco’s chief customer officer, said: “Customers have told us that they want to Clubcard more simple, and that he has asked us to make it easier to get the maximum value from the points you collect.”
The end of the loyalty card has been predicted many times before, but what is different this time is that smartphone applications are an obvious replacement for the physical cards, experts say.
But the retailers and the buyers do not give up the idea of loyalty rewards any time soon, argues Annich McIntosh, editor of Fidelity magazine.
The Co-op re-introduced the card in 2016 – and, even if it cost 35 million pounds in the first half of last year, Co-op boss to think that it is worth the expense.
Planet Retail’s Natalie Berg said of the Amazon Prime membership has become “an all-encompassing beast of a loyalty program”, which gives you access to books, music, TV, picture storage and next day delivery.
“Store cards could go up because a bit of plastic in your wallet is not necessary,” says Ms McIntosh. “But loyalty programs are not on their way out – that matter too much to people.”