Central England Co-operative, which operates over 200 food stores across the UK, is set to overhaul its current loyalty programme by launching a new cashback-style membership scheme in June 2025. The move marks a significant shift from its traditional member-pricing model and is expected to affect thousands of customers.

Rather than offering discounted prices on selected products, the new scheme will allow members to earn cashback-style rewards on specific items. These rewards can be stored and used against future purchases, giving customers the option to either spend them immediately or save them up. A Central Co-op spokesperson said: “We’re excited to confirm that Central Co-op is launching a brand-new Membership proposition in June 2025, designed to give our Members more flexibility, transparency and real value every time they shop with us.

“We'll be releasing further details closer to the time, but for any further information, please don’t hesitate to get in touch.”

Although the rewards will not be paid out as cash, they will function similarly to cashback and will be stored in a digital wallet accessible via a revamped membership app. According to the retailer, the app will introduce new features aimed at improving customer engagement and ease of use.

As part of the in-store experience, customers will be able to see the rewards available on each product directly on the electronic shelf labels, removing the need to check the app for every item.

The updated app will also include interactive features such as games and activities that offer chances to win additional rewards. Central Co-op described this as part of their strategy to make “being a member more rewarding and engaging.”

The decision follows feedback from over 20,000 customers, whose data indicated a preference for instant rewards rather than upfront discounts. In response, Central Co-op piloted the scheme in five stores starting in February 2025. Based on the trial’s success, the retailer is now preparing to expand the programme across all of its UK locations.

Central England Co-operative is an independent regional co-op and is not part of the larger nationwide Co-operative Group, although it shares branding and values.