Supermarket Tesco is under fire from shoppers after it announced it is cutting the value of its Clubcard rewards scheme.
From 14 June, Clubcard points will be worth twice their value when customers cash them in, rather than three times as they are now.
Many shoppers expressed their disappointment on social media, with several writing on Twitter that they intended to switch to a different supermarket as a result.
"I don't quite think they understand how much of an attraction their Clubcard is to their customers," a shopper from Stockport told BBC. "The customer is key and in my opinion holds all the cards. What I will lose via Clubcard I will gain via cheaper shopping."
Tesco’ clubcard scheme enables shoppers to collect points for money spent at Tesco and exchange them for vouchers which can be used in store or for restaurant meals and day trips.
In an email to customers, the Tesco chief customer officer, Alessandra Bellini, said the move would “make sure we can continue to provide you with a wide range of exciting rewards, while keeping our product prices low”.
Tesco claimed it still had the biggest and most generous loyalty scheme in the UK. The grocer first introduced Clubcard in 1995 and within a year, customers were spending 28% more in its stores. The popular scheme enables points to be spent at the likes of Pizza Express, Legoland and Alton Towers.
Sainsbury's and Boots also cut the value of loyalty schemes recently. From May, Boots Advantage card holders will get 25 per cent less for every pound they spend in store, collecting 3p rather than 4p.
