Warning issued over Sainsbury's, Tesco, Waitrose, Lidl loyalty schemes

Millions of shoppers are being locked out of cheaper prices at major supermarkets. Which? found shoppers are being shut out due to minimum age requirements, lack of UK residency or an address and not having an email address or app.

Harry Rose, Which? magazine editor, said: "Our research shows there are differences between supermarkets and retailers and their loyalty schemes, which mean some people could miss out on the lower prices offered because of factors such as minimum age requirements and needing an email address.

"All retailers should prioritise making their best deals accessible to all customers by implementing changes to their conditions for signing up." At Tesco, customers must be 18 and have a UK address. Waitrose requires you to be 18 and a resident of England, Scotland, Wales or the Channel Islands. Customers also need to have access to the internet and an email address to sign up.

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Sainsbury's has a 18 minimum age limit but says physical cards are available. If a customer contacts the Nectar helpline they can be registered without an email address. Couples without smartphones shopping in Lidl wouldn't be able to access its Lidl Plus scheme as it is only available on an app.

A spokesperson for Nectar, the loyalty scheme at Sainsbury’s, said: “We strive to make it as easy and convenient as possible for customers to join Nectar. You can sign-up in several ways, including via our website or mobile app, registering in-store with one of our colleagues, or by contacting our Nectar helpline team over the phone.”

A Tesco spokesperson said: “Clubcard unlocks the best value at Tesco, with shoppers able to save £360 a year thanks to clubcard prices. It is easy and free to sign up and join the 22 million UK households who already have a Tesco clubcard.”

A Waitrose spokesperson told Which?: “We work hard to give myWaitrose customers a broad range of benefits, including personalised vouchers, exclusive promotions, free hot drinks, magazines and more. Our digital approach allows us to personalise offers and share benefits quickly, easily and securely. Our age and address requirements are in line with some other retailers and reflect our store locations.

“For help with myWaitrose, customers can call our free customer service line at 0800 188 884.” A Morrisons spokesperson said: “Driving strong value for customers remains our number one priority. Together with our Aldi and Lidl price match, our savers range, our vast range of low everyday prices and our More Card – we have thousands of products that not only offer outstanding value on brands and essential items our customers love – but also have the quality they’ve come to expect from us.”

Lidl said it remains mindful of those unable to access a smartphone or tablet and continues to offer in-store promotions through Pick of The Week offers.