Member prices: Which retailers are doing it?

Member prices has become a must-have for many loyalty schemes nowadays, as retailers across the board try to replicate the success of Tesco’s Clubcard Prices.

Retail Gazette takes a look at the retailers that offer exclusive pricing for loyalty scheme members.

Tesco

Tesco has been dubbed as the godfather of member prices, when it launched Clubcard Prices back in 2019.

Around 8,000 products are now available at discounted prices for its loyalty card members each week, with customers able to save up to £360 off the annual cost of their groceries.

The supermarket chain revealed last week that Clubcard sales penetration now stands at 82% and its members have grown 6.2% year on year to over 22m consumers.

Tesco is currently in the process of rolling out new branding for its Clubcard Prices scheme after it lost its appeal on the High Court ruling that said the supermarket’s yellow circle in a blue square infringed Lidl’s trademark for its similar yellow circle branding.

Boots

Boots introduced its Price Advantage scheme back in January 2022, offering exclusive in-store discounted prices on 150 products to its Advantage scheme card holders.

The retailer launched its member pricing online in April that year and added an additional 300 products across beauty, health and baby to the scheme.

Boots revealed last September that its Advantage Card members have collectively saved £62m since it launched exclusive pricing, which now spans across 2,000 products with customers able tosave up to a third off.

Sainsbury’s

In a bid to rival the success of Tesco’s Clubcard prices, Sainsbury’s threw its hat in the ring when it launched Nectar Prices last year.

The supermarket chain revealed it would introduce exclusive pricing last April across 300 products, which it quickly expanded to over 3,500 items across cupboard essentials, fresh fruit and vegetables, as well as meat, fish and poultry in the following three months.

Co-op

Co-op followed suit a week later by launching member prices on more than 300 of its key lines and everyday essentials in-store in a bid to fend off discount rivals.

Almost a year after it was introduced in-store, the convience store chain launched the exclusive pricing online last month and has made the prices available to customers using UberEats, when they input their membership number at checkout.

The member pricing initiative is part of the chain’s five-year plan, in  which it will invest £240m into overhauling its membership scheme to attract an additional one million active customers.

Co-op’s chief membership and customer officer Kenyatte Nelson said: “Our member prices launch is the first step in Co-op’s new membership journey and we’ll look to evolve further across all of our businesses to ensure that our members get access to the very best prices for food, insurance, legal services and funeralcare.

Morrisons

Morrisons joined Tesco, Sainsbury’s and Co-op when it began offering its loyalty scheme members discounted prices last April.

The supermarket chain first introduced the new pricing scheme across more than 20 stores in the north east of England before rolling it out nationwide last summer.

The announcement was tied with the return of Morrisons’ More loyalty card, which it scrapped in May 2021 to push its My Morrisons app instead.

Superdrug

Superdrug offers exclusive member prices for its Health & Beauty Card holders.

The retailer offers around 200 promotions across 1,000 products at any one time, with the eligible products changing every few weks.

Superdrug launched a new VIP tier of its loyalty scheme back in October, offering members who spend above a certain threshold access to high discounts and additional rewards.

H&M

One of the perks under H&M Member’s scheme includes exclusive prices.

The fashion retailer, which launched its loyalty scheme in May 2017 as H&M Club before rebranding to H&M Member in 2019, offers up to 30% off selected styles across womens, mens and kidswear.

Robert Dyas and Ryman

Robert Dyas unveiled its revamped loyalty scheme, MyDyas, last May became the latest retailer to launch a new loyalty scheme when it revamped it MyDyas, as it looks to support customers with the rising cost of living.

Members will be rewarded with exclusive member prices on home and garden essentials, personalised offers as well as receive points every time they shop.

Robert Dyas stablemate Ryman launched a brand new loyalty reward scheme last August to support its customers amid the cost-of-living crisis.

Ryman Rewards holders are awarded exclusive member prices across hundreds of the retailer’s products in-store and online, as well as earning rewards points with purchases, prize draws and personalised offers.

The retailer’s owner Theo Paphitis said: “We will support our customers through tricky times by offering reduced pricing on a diverse range of everyday items when they sign up and by rewarding them with points every time they shop with us.

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