Supermarket chain makes major change to loyalty scheme affecting thousands of customers
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A MAJOR supermarket is making a huge change to its loyalty scheme - affecting thousands of customers.
The chain is scrapping the traditional style of membership and rolling out a new benefit system.
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Co-op is rolling out a new type of rewards scheme
Credit: Getty
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The chain is offering cashback rather than lowered prices for members
Credit: Getty
Central Co-op is axing the member-pricing model and is introducing a cashback rewards scheme.
Rather than being able to purchase items at a lower price than non-members, those on the loyalty scheme will be able to collect a benefit on certain items.
Customers can save up those benefits or use them on their next shop.
Co-op told The Sun: "We're excited to confirm that Central Co-op is launching a brand-new Membership proposition in June 2025, designed to give our Members more flexibility, transparency and real value every time they shop with us.
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"We'll be releasing further details closer to the time but for any further information, please don't hesitate to get in touch."
The new approach is designed to replace their current Member pricing and offer Members more flexibility and transparency in how they earn and use their rewards.
While the shop is not introducing cashback in the traditional sense, as the rewards won't be paid out as cash, it's offering a cashback-style benefit to loyalty members.
Co-op told The Grocer that the rewards will be loaded into a digital wallet with a revamped membership app which will offer "more flexibility and transparency than before. "
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However when you're wandering around the supermarket you won't need to constantly check the app to see how much cashback you get for each item.
The electronic shelves will display the item's price as well as how much shoppers would be getting in cash rewards.
Seriously Spicy Hot Hot Hot Cross Buns Limited Edition spotted in COOP
What's more is that if the customer has any spare time they can win cash through activities and games on the new app in an attempt to make "being a member more rewarding and engaging."
Coop came up with the idea after recording data from 20,000 customers that suggested customers would prefer instant rewards over discounts.
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It took on the feedback and trialled the scheme in five stores since February, with the project being expanded to cover all UK stores in June.
Co-op has been subject to a flurry of upgrades, with the company investing over £20million into its food and funeral services in the last year alone.
There have been five new stores that have opened and a whopping 35 branches regenerated.
CEO Debbie Robinson said its Hambleton store in Lancashire is the "most environmentally friendly store yet."
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In the name of sustainability, Co-op has also joined forces with food-sharing app Olio, which redistributes millions of meals.
The popular app has fed over 13,000 families and offered defibrillators and bleed kits across its store network.
Debbie said: "We're investing in our society, our colleagues, our stores and our communities because that's what co-operatives do - we exist to give back, not to generate excessive profit."
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