Booths is set to debut loyalty prices, as it rolls out a ‘fundamental’ overhaul of its rewards programme.

The supermarket chain is set to reward loyal shoppers with discounts across around 300 of its own-brand ranges in stores, reported The Grocer.

It is understood Booths’ cardholders will also receive “permanent” discounts and offers, such as 10% off four bottles of wine and three for £15 meat deals.

Addressing an audience at the Food and Drink Expo in Birmingham this week, Booths managing director Nigel Murray said the discounts would collectively amount to roughly 10% on average.

Products featured in the new loyalty own-label campaign include the most frequently purchased items, such as vegetables, strawberries, and fillet steaks.

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It comes as replacement of its current system, which sees loyalty members receive 5% back on purchased products, though paper vouchers which can be redeemed in-store.

With the new system rolling out to the northern grocery retailer’s network of 26 stores “imminently”, Murray said this previous paper voucher system was “really, really expensive”.

“There are around 18 million visitors to the Lake District every year – and a good proportion of them visit two of our stores in Windermere and Keswick,” Murray added.

“That mechanism simply wasn’t relevant to them. They are not frequent customers, but they are regular customers as they come to us every time they come to the Lake District. So how do we reward those people instantly when they come to store?”

The loyalty scheme shake-up comes amid the supermarket chain revealing last year it had slashed its losses as its sales hit a record high of £300m.

The upmarket grocer’s sales jumped 6.7% to £318.6m in the financial year ending 30 March 2024, as it cut its pre-tax losses from £4m to £1.5m.