Loyalty is the latest tool that supermarkets use to lure us into their stores.  Big signs and advertisements suggest we can save lots  of money  but in reality you need to take a calculator, check prices carefully on grocery websites and allow extra time if you are not going to be ripped off.
Loyalty cards offer cheaper prices to customers who have them.   But this loyalty is fickle and the offers seem to change at whim.   And often there is not enough information for us to compare prices and work out which is the best value.
Shrinkflation where the contents of packs are reduced but the price is not, add to the confusion.
The stores are constantly changing their scheme rules and the timing of their offers so we have to be alert.  For many it is simpler and cheaper to use discount stores and the economy ranges.
We do not have to be loyal to one group.  Remember the big chains are  making bigger profits this year from our loyalty.

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