Dosh dilemma: Is Andy ‘owned’ by his loyalty card?

Andy always does the family’s weekly food shop. And he always does it the same supermarket. He uses his loyalty card religiously, loving to build up points and get ‘members only’ discounts.

But lately, a nagging thought has crept in…

What if he could be getting the same products cheaper somewhere else?

Has Andy become a loyal customer, or a captive one?

Well Andy, we’re sure you’re not alone. Loyalty schemes are designed to feel rewarding, but that doesn’t always mean they’re saving you the most money. Only you can decide which supermarket works best for your family.

But here are a few handy tips to help you stay in control, rather than just obsessing over your points’ balance.

Tips for smarter loyalty shopping

Do a price-check

Compare the price of the same items at other supermarkets, even when your usual store is offering points or discounts. Sometimes ‘10% off for members’ still costs more overall.

Use comparison tools

Price comparison apps like Trolley.co.uk and supermarket websites make it easier than ever to spot differences without visiting multiple stores.

Mix and match your shops

You don’t have to be exclusive. When you know what items costs elsewhere, visit different shops. Buy staples where they’re cheapest and keep your loyalty card for the items where it genuinely pays off.

Consider travel costs

But remember, if you’re travelling ten miles just to save 30p on a loaf of bread, you’ll end up spending more on travel costs. Work out all the costs involved with the shop.

Know what your points are really worth

Work out the cash value of your rewards. If you’re spending extra just to earn them, they may not be as generous as they seem.

Break the habit

Ask yourself if you would still shop at the supermarket you’re loyal to if there were no points involved? If the answer is yes, great. If not, it might be time to branch out.

Loyalty cards should reward you, not tie you down. A little flexibility can help shopper like Andy keep more money in his pocket, and still enjoy the occasional points-powered treat.