Aldi boss says some loyalty discounts 'dupe' customers
He said Aldi was "on a meteoric rise until about two years ago" but that it is "now growing behind the main supermarket pack". "The price gap isn't as clear as it once was," he added. "However, when promotions start with unrealistically high prices – and come down to prices which aren't that competitive and dupe customers – we would view that as loyalty that isn't supportive, that isn't transparent and doesn't help customers plan and budget."Aldi said it had spent £340m this year on cutting prices.
- ▪He said Aldi was "on a meteoric rise until about two years ago" but that it is "now growing behind the main supermarket pack".
- ▪"The price gap isn't as clear as it once was," he added.
- ▪"However, when promotions start with unrealistically high prices – and come down to prices which aren't that competitive and dupe customers – we would view that as loyalty that isn't supportive, that isn't transparent and doesn't help custo
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| Publication time | Mon, 28 Sep 2026 17:45:52 GMT |
| Retrieval time | 2026-09-28T18:21:44.492Z |
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Aldi boss says some loyalty discounts 'dupe' customersImage source, Getty ImagesByEmma SimpsonBusiness correspondentPublished22 minutes agoAldi's UK boss has accused rival supermarket chains of duping customers in some cases with loyalty discounts that start with "unrealistically high prices" and then drop.Chief executive Giles Hurley said discounts are helpful "when they're real and when they show realistic reductions", but hit out at what he said were unrealistic reductions which "dupe customers".Aldi is the only major supermarket chain that doesn't operate a loyalty scheme, which are used by millions of shoppers.The UK's official competition watchdog investigated supermarkets' loyalty pricing schemes in 2024 and concluded shoppers "almost always make a genuine saving".Former Asda buyer…
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