Supermarket giant SCRAPS loyalty prices affecting millions of customers in major move against rivals

A SUPERMARKET giant has confirmed it is axing loyalty prices, in a move away from major rivals.

M&S has said it will not launch cheaper prices more widely to the millions of customers who have it's Sparks loyalty card.

Loyalty or member pricing is when shoppers are offered a cheaper price than seen on the shelf - but only if they are signed up with the retailer's loyalty scheme.

M&S started a trial back in July last year, following in the footsteps of the likes of Tesco and Sainsbury's, both of which offer lower costs for those who have a Clubcard or Nectar Card.

It took place at a total of 49 of the chain's food halls, with shoppers at these sites being able to get cheaper prices as long as they're Sparks members.

But now M&S has confirmed the trial will not be going any further, meaning millions of Sparks members won't be offered them in the future.

It comes just a few days after The Sun exclusively revealed Co-op is ditching its rewards points in favour of loyalty prices - in a move branded "sickening" by shoppers.

Sparks prices were only available in select areas in the country such as South Wales, the West Midlands and the North East of England.

Deals offered included seasonal favourites such as Barbecue Heroes for £10 instead of £12, and Chicken Delux Family Dine In for £13 instead of £15.

The news that Sparks Prices are being cut completely came off the back of M&S' Christmas trading statement.

The chain received better-than-expected Christmas sales.

Like-for-like sales lifted 9.9% across its food arm, while comparable store sales were 4.8% higher in its clothing and home division in the quarter to December 30.

Chief executive Stuart Machin also revealed the group was reviewing its Sparks scheme, which now has 18million customers signed up, but said he wasn't planning to bring in loyalty card pricing more widely.

More details on the review are expected alongside its annual results later this year.

An M&S Spokesperson told The Sun: "In just over three years, we’ve more than doubled the number of M&S Sparks members to over 18million – rewarding members with personalised offers, special treats and little thankyous.

"We are reviewing our current Sparks loyalty offer and as part of that, often trial new and different propositions. Last year, we carried out some small-scale trials around Sparks prices, which ended in early July last year and which we won’t be progressing."

Sparks members will still benefit from personalised offers and free treats.

The scrapping of special loyalty prices is a bit of a surprise move considering most retailers are moving in the opposite direction.

Co-op is ditching its points scheme in a massive shake-up to its membership club - sparking outrage amongst loyal shoppers.

Members received an email to say they will no longer be rewarded 2p for every £1 spent on the retailers' own-brand goods.

The email stated: "Instead, as a valued member, you'll always save more with exclusive Member Prices across Food, Insurance, Funeralcare and Legal Services, giving you savings on the things you need."

Tesco was the first major supermarket to offer members-only pricing when it launched Clubcard prices back in 2019.