The Competition and Markets Authority (CMA) reported that out of 50,000 loyalty-priced products analyzed, 92% did offer real savings, emphasizing the potential for customers to benefit from shopping loyalty programs.
Despite 92% of loyalty-priced products providing savings, the CMA cautioned that shoppers could still find better deals elsewhere, highlighting the importance of comparing prices when shopping.
Consumer skepticism persists, with 55% of shoppers believing that usual prices are inflated to make loyalty discounts appear more attractive, casting doubt on the authenticity of savings.
The CMA emphasized that supermarkets could enhance accessibility to loyalty schemes, suggesting offline sign-up methods to include customers without smartphones and those who are under 18.
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