Tesco May Let Teenagers Join Clubcard for Discounts

Tesco is thinking about letting people younger than 18 join its Clubcard program. This change could help younger shoppers save money on their shopping soon.
By Newsroom | Retail, UK |

Tesco is currently undertaking a review of its Clubcard loyalty scheme, with a significant outcome being the proposed expansion of eligibility to individuals under the age of 18. This development, announced by the supermarket chain, aims to address long-standing concerns about younger shoppers being excluded from the benefits of loyalty programs. The move has drawn attention from consumer groups and raises questions about the future landscape of retail customer engagement.

The decision to reconsider the age restriction for Clubcard comes at a time of economic pressure, with rising food prices impacting household budgets. Loyalty schemes, which offer discounts and rewards, are a key tool for retailers to retain customers and gather purchasing data. By opening up the Clubcard to a younger demographic, Tesco appears to be seeking to broaden its customer base and foster lifelong loyalty.

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Context of the Clubcard Review

Tesco's initiative to review its Clubcard scheme and potentially allow under-18s to join has been reported across several outlets in recent days. The supermarket confirmed it is "actively reviewing" the program with the intention of making it accessible to younger individuals later this year.

  • Timeline of Announcements: Reports of Tesco's review and consideration of allowing under-18s to join the Clubcard scheme began to surface approximately three days ago and have continued to be published in the past 48 hours, with the most recent updates appearing within the last 18 hours.

  • Key Actors:

  • Tesco: The supermarket chain initiating the review and planning the potential change.

  • Under-18s/Teenagers/Young Shoppers: The demographic that would gain access to the Clubcard.

  • Consumer Groups (e.g., Which?): Organizations advocating for broader consumer access to discounts and highlighting potential exclusions.

  • UK Competition Regulator: Has previously indicated that age-based eligibility rules for loyalty programs are unlikely to violate consumer law but has suggested wider access could benefit more people.

  • Reported Motivations and Background:

  • Customer Frustration: There have been reports of frustration on social media and from consumer groups, like Which?, regarding teenagers being unable to access discounted prices, such as the meal deal, because they lacked a Clubcard.

  • Economic Climate: Rising food prices are noted as a factor that makes savings from loyalty schemes particularly significant for shoppers trying to manage their budgets.

  • Retailer Strategy: Loyalty cards are described as a means for retailers to collect data on customer purchasing habits and to offer personalized discounts, thus fostering customer retention and competing in a challenging market.

Evidence of the Planned Change

Multiple sources confirm Tesco's intention to extend Clubcard access to those under 18.

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  • Official Statements: Tesco has stated it is "actively reviewing Tesco Clubcard with the intention of making Clubcard available to under-18s this year."

  • Reported Intent: Several reports indicate the retailer intends to make the loyalty card available to under-18s later this year.

  • Nature of the Review: The supermarket is described as "actively reviewing" and considering a "major change" or "major overhaul" of its Clubcard scheme, which includes axing a rule that prevented teenagers from accessing Clubcard prices.

Access to Discounts and Value

The current Clubcard scheme requires members to be 18 years or older, a rule that has excluded younger shoppers from potential savings.

  • Exclusion of Under-18s: Currently, individuals under 18 cannot directly benefit from Clubcard prices or earn points, meaning they often pay full price for items where discounts are available.

  • Impact of Savings: Research cited indicates that savings from the Clubcard can be "really significant," underscoring the importance of access for shoppers managing their expenses.

  • Alternative Value Offers: Tesco currently directs customers without a Clubcard to its "Aldi Price Match" and "Everyday Low Prices" ranges to find value. However, these may not offer the same level of targeted discounts or reward points as the Clubcard scheme.

Competition and Regulatory Considerations

The UK's competition regulator has weighed in on the eligibility rules for supermarket loyalty programs.

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  • Regulatory Stance: The UK's competition regulator has stated that eligibility rules for supermarket loyalty schemes are unlikely to breach consumer law.

  • Suggested Improvements: However, the regulator has also suggested that some retailers could broaden access to their programs to benefit more individuals, including those under 18.

Potential Implications for Shoppers

The proposed change could have a direct impact on how younger consumers shop at Tesco.

  • Direct Benefit: If implemented, the move could allow under-18s to directly obtain discounted pricing and earn points, rather than relying on being included on an adult's account.

  • Broader Access to Savings: This expansion aims to unlock savings for a segment of the population that previously could not participate in the loyalty program.

Expert Analysis and Consumer Group Views

Consumer advocacy groups have highlighted the importance of wider access to loyalty programs.

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  • Advocacy for Access: Groups like Which? have indicated that millions of shoppers are excluded from discounts due to criteria such as age, residence, or digital access, and have framed Tesco's review as a "huge win for shoppers."

  • Strategic Importance: Some reporting suggests that getting young people to shop at Tesco from a younger age could encourage them to remain loyal customers throughout their lives.

Conclusion and Next Steps

Tesco's review of its Clubcard policy signals a move towards greater inclusivity within its loyalty program. The supermarket has confirmed it is actively considering opening up the scheme to under-18s later this year, a decision that has been welcomed by consumer groups who have long advocated for wider access to savings.

While the precise details of how this will be implemented remain unspecified, the intention is clear: to allow younger individuals direct access to Clubcard discounts and benefits. This initiative comes amid economic pressures on consumers and is seen as a strategic move by Tesco to capture a younger demographic and foster long-term customer loyalty. Further announcements from Tesco are expected regarding the specific timeline and operational changes for the under-18 Clubcard access.

Sources Used:

Frequently Asked Questions

Q: Can people under 18 join Tesco Clubcard now?
Not yet, but Tesco is looking at changing the rules this year.
Q: Why is Tesco changing this?
They want younger people to get discounts and save money.
Q: Will this help shoppers save more?
Yes, it means people under 18 can get special prices and earn points like others.
Q: When will this happen?
Tesco hopes to make the change later this year.