Sainsbury's has halved its Nectar reward points to one per pound in a move that has drawn outrage from customers.
Customers will now earn one reward point for every pound they spend in store or online compared with two currently.
The supermarket giant will also stop rewarding customers with points for using their own bags, but it will continue to award one point for each litre of fuel bought from its pumps.
Sainsbury's explained the changes in an email to customers, insisting that there would be "lots of opportunities to boost your balance faster and more value when you spend your points".
A Sainsbury's spokeswoman said: "We are changing the way customers earn Nectar points and launching more high-value bonus events, like Swipe to Win, 10xpoints on fuel and adding more categories to our Christmas 'Double Up' event so that customers can make their points go even further."
It claimed the changes were a "redistribution" of points rather than a saving on the scheme and said there were no cost savings to the retailer in the first 12 months.
But customers are disappointed with the move.
Found out @sainsburys have halved no. of @nectar points you get instore & no more for using own bag.Great way to promote brand loyalty #fail
— Joanne Hodgson (@joanne_hodgson) April 13, 2015
So now @sainsburys only give half nectar points, "through listening to our customers". Curious about which ones said "fewer points please"
— Giles Christian (@parkavenueguy) April 12, 2015
Sainsbury’s shoppers who hold a Nectar card will have to spend twice as much in store from Saturday to earn the same level of points. Boo!
— Oliver Brown (@OliverBrownCCo) April 13, 2015
Tesco pioneered the supermarket loyalty system with its Clubcard, and others in the sector have followed suit - with the exception of discounters Aldi and Lidl.
Last year, Morrisons became the first of the big four supermarkets to pledge a price match guarantee against Aldi and Lidl in the latest episode of the ferocious price war.
Big-name grocers have been forced to respond as Aldi and Lidl have eaten away at their market shares.
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