Tesco has simplified its Clubcard rewards scheme in a move it said made it easier to understand, but which has led to claims by critics that customers would gain less from participating brands.

The UK’s largest retailer has written to its millions of Clubcard holders telling them that it will offer three times the value of their vouchers with more than 100 commercial partners as the standard redemption, ending those which offered twice the value or – most generously – four times the value. The latter included some of the most popular deals such as meals with Pizza Express, Prezzo and Zizzi.

“We’ve listened to our customers and simplified our Clubcard Reward partners so that they’re more straightforward for everyone,” said a Tesco spokesperson. “From 15 January, we will offer customers three times the value of their vouchers with over 100 Clubcard Reward partners including days out, weekend breaks, holidays and more.”

At the announcement of its half-year results, Tesco said it had 16m active Clubcard customers.

But Anika Newjoto, the editor of shopping loyalty points website shopperpoints.co.uk, said Tesco was not being honest with its customers. “Tesco is pushing through a major devaluation of the Clubcard scheme without being open with its customers and, more importantly, without giving them time to spend their saved vouchers at the old rates.”

Only a small number of Clubcard partners gave twice the face value of vouchers, she said, including National Express, redspottedhanky and Megabus – which are all now going up to three times face value.

However, other partners in this category such as Pickfords Removals and Red Letter Days have announced they will be leaving the scheme in a few weeks. Others, including figleaves.com, Spafinder and Treatwell have been deleted from the website already.

“Loyalty schemes are meant to work two ways, not one way,” Newjoto said. “If a shopper gives their business to a store based on the promise of certain rewards, it is totally unfair for those rewards to be taken away or reduced in value with absolutely no notice.”







