Tesco will update how it displays Clubcard prices following criticism from consumer group Which? that claimed the promotions made it difficult for shoppers to spot the best deals.
The supermarket giant said it will update the prices on its shelves in the coming weeks to allow customers to see the unit pricing of products sold under its loyalty scheme.
Previously, Tesco had only provided the unit price for products sold without Clubcard promotions.
However, consumer group Which? claimed it was “at best confusing for shoppers struggling with soaring food inflation and at worst, could be breaking the law”.
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Tesco had rejected the allegation and said it was “complying with all the current rules” and was “disappointed that Which? has chosen to make these ill-founded claims against our Clubcard Prices scheme, which helps millions of households get great value week in, week out”.
The grocer is now set to roll out more detail on pricing in stores and online on the near 8,000 products that are included in Clubcard offers every week.
Tesco UK chief Jason Parry wrote in a blog post that the latest change would make it “even easier for customers to understand how competitive our Clubcard Prices offer are”.
“If you are in store you will now start to see that the way that we display our Clubcard Prices will not only show the total price, but also the unit price of the product (by volume or weight), to allow a direct comparison of the price per unit between the Clubcard Prices offer and the price of alternative products,” he said.
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