Tesco has announced it is "actively reviewing" a significant change to its popular Clubcard loyalty programme, with the supermarket giant intending to make the scheme accessible to under-18s later this year. This move comes after sustained pressure from consumer advocacy group Which?, which has long criticised the policy as "unfair" to younger customers who are missing out on potential savings.
Addressing Criticism and Expanding Access
The Tesco Clubcard currently offers members lower prices on selected items in stores and allows shoppers to accumulate points that can be converted into supermarket vouchers. However, the scheme has historically been restricted to customers aged 18 and over, a limitation that Which? argues disadvantages younger consumers, particularly those grappling with the ongoing cost of living crisis.
A Tesco spokesperson confirmed the review, stating: "We are actively reviewing Tesco Clubcard with the intention of making Clubcard available to under-18s this year." This statement marks a clear shift in policy for the retailer, which has faced years of campaigning from consumer rights organisations.
Which? Welcomes the Move
Reena Sewraz, Retail Editor at Which?, responded positively to the announcement, highlighting the importance of access to savings for all shoppers. "Which? research shows the savings from Tesco Clubcard can be really significant, which is why access matters so much for shoppers trying to make ends meet," she said.
Sewraz added: "We've been putting pressure on Tesco for years over its unfair policy of excluding young people, many of whom are struggling with the cost of living. We're glad Tesco has listened – this is a big step in the right direction provided it moves quickly to fully implement these changes."
How the Clubcard Works
Under the current system, Tesco shoppers earn one Clubcard point for every £1 spent on groceries both in physical stores and online. Additionally, customers receive one point for every two litres of fuel purchased at Tesco petrol stations. These points can then be redeemed for vouchers, offering tangible financial benefits to members.
The expansion to include under-18s could potentially open the scheme to a new demographic of shoppers, including students and younger workers, who may benefit from the savings during a period of economic uncertainty.
Broader Retail Context
This announcement comes against a backdrop of improving retail sales figures. According to recent data from the British Retail Consortium (BRC) and KPMG, retail sales increased by 2.7% in January, with many consumers delaying Christmas spending to take advantage of New Year sales.
Food sales saw a notable rise of 3.8% compared to the previous year, while non-food sales increased by 1.7%. In-store sales of non-food items grew by 2%, and online non-food sales saw a 1.3% increase. BRC chief executive Helen Dickinson noted that "a drab December gave way to a brighter January as retail sales picked up pace," with the start of the year showing the strongest growth.
Linda Ellett, UK head of consumer, retail and leisure markets at KPMG, observed that "January sales enticed consumers to spend," with categories such as personal electronics, furniture, and children's clothing performing particularly well. She also mentioned that health and personal care goals led to increased spending on wellness-focused food and drink items.
Tesco's decision to review its Clubcard policy may be seen as part of a broader effort to attract and retain customers in a competitive retail environment, while also addressing calls for greater inclusivity and fairness in loyalty schemes.
