A major UK supermarket is set to launch loyalty prices in a “fundamental” shakeup of its rewards scheme. The high-end chain Booths announced the plan last week, which will give shoppers discounted prices on around 300 of its own-label lines, reports the Grocer.
The 300 products selected from its own lines are the ones customers buy the most frequently, including strawberries, vegetables, and fillet steaks. Speaking at the Food and Drink Expo in Birmingham, the retailer’s managing director Nigel Murray said the discounts would collectively amount to roughly 10% on average.
Loyalty cardholders will also get access to more “permanent” promotions and offers, including its three for £15 meat and fish deals and 10% off four bottles of wine. The executive explained that the northern supermarket had rolled out the changes as it wanted to do more to reward its most “loyal shoppers”.
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Cardholders currently receive 5% back on the purchase of thousands of selected products with paper vouchers every three months that can be used in store. They can also get exclusive deals when they dine in the supermarket’s cafe.
The supermarket chain, which is known as the “Waitrose of the North” and has 16 stores in Lancashire, as well as shops in Cheshire, Cumbria, Greater Manchester and Yorkshire.
In 2023, the supermarket chain axed almost all of its self-service checkouts, returning to fully-staffed checkouts in all but two of its 28 stores. Booths – which was founded in 1847 – said it was responding to customer feedback noting that the change would help it keep its “warm northern welcome”.
The chain also said manned tills were better for shoppers. Self-service tills allow shoppers to scan their own items by using a touchscreen and voice control. But they’re not without issues – for example, age-restricted items still require a member of staff to come over and approve the purchase. Some charities have also pointed out that disabled shoppers may struggle to use the machines.
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At the time, a spokesperson for Booths said: “We believe colleagues serving customers delivers a better customer experience and therefore we have taken the decision to remove self-checkouts in the majority of our stores.
“We have based this not only on what we feel is the right thing to do but also having received feedback from our customers. Since 1847, the Booths founding philosophy is to ‘sell the best goods available, in attractive stores, staffed with first class assistants’.
“Delighting customers with our warm Northern welcome is part of our DNA and we continue to invest in our people to ensure we remain true to that ethos. We will retain self checkouts in two of our stores in the Lake District in order to meet the needs of our customers during very busy periods.”
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