Loyalty schemes are not what they seem, consumer groups warn

Discounts offered by major supermarket chains are potentially misleading consumers, advocacy group Choice says, warning loyalty schemes are actually just data-mining activities.

Choice campaigns director Rosie Thomas told a Senate inquiry that customers are sometimes misled by discounted prices and other incentives offered during food and grocery shopping. The inquiry is examining the pricing practices and market share of retail giants including Coles and Woolworths.