Shoppers divided as Woolworths launches ‘members only’ prices

The supermarket giant is offering select shoppers exclusive savings, but while some shoppers are delighted others aren’t impressed.

Woolworths has introduced a new “members only” pricing for its Everyday Rewards card holders – but while it gives shoppers access to exclusive extra savings, not everyone is impressed.

The supermarket giant recently overhauled its popular scheme and introduced a new feature that gives members a cheaper deal on selected products in store and online.

However those who don’t have a loyalty account with Woolworths will be charged a more expensive price.

Special orange price tags have started to roll out across the retailer’s over 2250 stores nationwide, prompting many to praise the addition of discounted products.

Woolworths has introduced a new “members only” pricing for its Everyday Rewards card holders. Picture: Reddit

But some Australians aren’t happy about having to disclose their personal details to get the best price – with some claiming the supermarket is using member pricing to hike up the price for those not willing to join the free program.

Since launching the new feature on August 23, social media has lit up with many weighing in on the exclusive system, a regular feature in UK and US supermarkets.

TikTok user @jarrodsworld labelled the move “cheeky”, claiming a product he purchased regularly before the members prices were introduced are now more expensive for those without an account.

One social media user claimed the prices for non-members are higher than before the scheme began last week. Picture: TikTok/@jarrodsworld

“Being the pig that I am, I’ve always bought from [Woolworth’s] chicken range because I love the chicken garlic Kiev balls,” he said in a clip that has amassed almost 800,000 views in less than 24 hours.

“They have always been two for $15. Always. Now they are only two for $15 if you have a member price.

“So it’s not like it’s additional specials for members, they’re replacing specials that already existed. On what was already a special, now if you don’t have a members card, you’re paying $9.50 a packet [which equates to $19 for two].”

Woolworths has remained firm that the new “Everyday Rewards Member Price” offers customers “even more value through our Everyday Rewards program”.

“We help our customers get their Woolies Worth every week with thousands of weekly specials as well as our seasonal ‘Prices Dropped’ programs and a vast range of our quality own brand products at low prices,” a spokesperson told news.com.au.

It stressed that there are 6000 weekly specials outside the member pricing program, so deals were always available to customers whether they are Everyday Rewards members or not.

Some are delighted with the savings, labelling this offer on Coca Cola ‘the deal of a lifetime’. Picture: TikTok/@gabexana

TikTok user @gabexana is among the Australians who are impressed with the new offers, taking to the social media platform to share her joy at snagging “the deal of a lifetime” on Coca Cola.

Explaining her husband is a huge fan of the popular fizzy drink, she said they couldn’t believe their eyes when they saw Woolworths was selling two containers of 12 x 300ml bottles for $16.80.

Whereas non-members would have to pay $16.85 for just one.

“You’re basically getting two for the price of one as a member – and it’s free to be a member,” she explains in her video.

“I honestly read that sign like so many times in my head, thinking let me just calculate the maths. And honestly I don’t believe anything on the stickers until I get to the checkout.”

Showing footage of her receipt, she continued: “And look here – $16.90 discount. What?!”

She was in shock at the price on her recipes. Picture: TikTok/@gabexana

Debate continued over on Reddit where a user shared a photo showing a member price sign on bags of popcorn.

While you could buy two bags for $6 using the card, those without it had to pay $4 for a single packet.

“Wtf is this?” the user commented beside the image, sparking a flurry of responses.

“It’s basically forcing you to give your shopping data to Woolies to make it seem like you get something in return,” one remarked.

“They want the member card so they can track what you buy,” another speculated.

As one lamented: “What about the poor old nanas and grandpas who don’t even know how to use the Everyday Rewards card let alone sign up for it, get the app and all of that stuff? I hate it.”

While one simply asked: “I don’t understand why they don’t just make them half price for everyone.”

Others feared that even existing members would be “stung” on occasions when they forget their physical cards.

“Not to mention all the ‘member deals’ are buy 2 for this much. what if I just want 1?” another added.

The Australian retailer still has 6000 special deals each week that non-members can access. Picture: news.com.au

There were even a few who said they’d “boycott” the supermarket over it.

“That’s it, I’m done,” one raged.

“This is a joke,” another chipped in.

There were many who defended the scheme, stating they “love the Woolies Rewards program”.

“Ohhhhhh bring on the savings,” one commented.

“This is so good, I’ll definitely be utilising this,” another declared.

Member prices will be available across Woolworths Supermarkets, Woolworths Metro, and Woolworths Online but will not be applicable to Woolworths-partnered petrol stations, MILKRUN or Woolworths marketplace purchases.