Major UK supermarkets, including Tesco, Asda, Morrisons, and Sainsbury’s, have come under fire for allegedly excluding thousands of shoppers from accessing money-saving loyalty deals.

According to experts, shoppers without smartphones are being unfairly penalized as they miss out on deals offered exclusively through apps and digital devices.

Certain demographics, such as pensioners, may end up paying more than necessary for their groceries, with only 69% of over 65s reported to own and use smartphones. This percentage drops further for the over 75s, with around 1.6 million individuals in this age group having no internet access at all, as reported by Age UK.

Caroline Parkes, chief strategy officer at global marketing agency RAPP, highlighted the issue, stating that offers are increasingly being promoted solely in the digital realm. She expressed concern about the significant portion of the population, particularly vulnerable groups like over-75s, who lack access to such deals due to technological barriers.

Dan Wilson, vice-president of supply chain consultancy firm Proxima, cautioned that major retailers are eager for customers to install loyalty apps on their phones to collect valuable data. He emphasized the importance of these apps in tracking customer behavior and influencing purchasing decisions.

Graham Wynn, representing the British Retail Consortium, reiterated that retailers are committed to providing value to all customers. He emphasized that loyalty schemes are accessible to everyone and are just one of the many ways retailers offer genuine bargains on a daily basis. Photo by Velela at English Wikipedia.