Member prices have become table stakes in UK grocery. Nearly every major supermarket offers them to the 97% of shoppers who are signed up to at least one loyalty scheme. The arms race on discounting is, in effect, over.

That means retailers have had to look for a new edge – and they’re finding it in personalisation. With AI now capable of generating hundreds of thousands of offers at scale, it looks like the days of the mass promotion are numbered. Instead, the loyalty scheme is getting personal.

“At its simplest, loyalty is about rewarding customers for shopping with us,” Becky Brock, Tesco group customer director, tells The Grocer. “But the real opportunity is making those rewards genuinely useful, convenient and relevant to each individual customer.”