RTS 2025 flags consumers only shopping with retailers offering lower prices to loyalty scheme members

With the likes of Tesco, Morrisons, Boots and Superdrug offering members’ pricing within their loyalty programmes, the ubiquity of such pricing means it could be losing its appeal as a perk among shoppers, according to the latest research by Retail Technology Show (RTS).

With Co-op the latest retailer to announce it was extending membership pricing to its Deliveroo customers last week, a survey of over 1,000 UK shoppers by RTS suggests 54% feel that, because so many retailers now offer ‘members only’ loyalty pricing, they now regard it as the ‘norm’ and no longer consider it a true perk.

However, despite fatigue setting in and widespread availability, a growing number of consumers now expect this perk to be offered by retailers. 28% will only shop with retailers who offer special discounts for loyalty members, up +5% year-on-year. 

72% agreed that members’ pricing is an effective way of encouraging them to sign-up to loyalty schemes, and a further 50% would be less likely to sign up if loyalty programmes didn’t offer members only pricing.  A further 48% said lack of these discounts would make them less likely to use their loyalty card or retain their membership.

Matt Bradley, Event Director at RTS, comments: “Retailers and consumers are on the same page when it comes to the value exchange around ‘members only’ loyalty pricing - with shoppers often willing - and eager - to provide their data in return for preferential prices in-store, while providing retailers with an effective way to grow customer databases.”

“But the real win, both for the customer and the retailer, is dependent on how retailers effectively leverage that data to improve customer experience, hone their retail offering and deliver personalisation at the shelf-edge that powers performance.”

While the validity of loyalty discounts had previously been called into question, with consumer groups warning that discounts were being offered on overinflated ‘normal’ prices, a CMA ruling in November 2024 found these offers did provide ‘genuine’ deals.  However, 48% of shoppers still felt by offering such large discounts to loyalty members, normal shoppers were being ‘ripped off’.

Speaking at RTS 2025 on day one, James Rutter, Cook’s Chief Creative Officer, explores how retailers can drive engagement through responsible retail, while River Island CIO, Simon Pakenham-Walsh, joins Georgie White, CCO at Holland & Barrett, and Jo Graham, CDIO at pharmacy2u, for a keynote panel session discussing customer strategies for driving profit and market share. 

Nuno Miller, Chief Digital Officer at N Brown Group will also take to stage, joining a fireside chat with Angus Hayman, WHSmith’s former E-commerce Director and consultant at Akeneo, to discuss the role of product experience in shaping loyalty. 

2025 RTIH INNOVATION AWARDS

Loyalty initiatives will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in March, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.