Co-op makes major change to loyalty scheme affecting thousands of customers The Co-operative is scrapping the traditional style of membership and rolling out a new benefit system. The Co-operative is scrapping the traditional style of membership and rolling out a new benefit system. A supermarket chain is making a major change to its loyalty scheme - affecting thousands of customers. The Co-operative is scrapping the traditional style of membership and rolling out a new benefit system. Co-op, which has stores across Birmingham, has said it is rolling out a new type of rewards scheme and the chain is offering cashback rather than lowered prices for members. ‌ Co-op told The Sun newpaper: "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. ‌ READ MORE Six driving law changes in May set to affect millions of drivers "We’ll be releasing further details closer to the time but for any further information, please don’t hesitate to get in touch." The new proposition will work instead of its member pricing scheme when customers access an immediate discount at point of sale. Article continues below Any cashback will be stored in a digital wallet via its newly upgraded membership app, providing “more flexibility and transparency than before”, the society said. They can also win cash rewards through activities and games on the new app, designed to make “being a member more rewarding and engaging”. CEO Debbie Robinson told The Grocer magazine recently how one of the new stores, which has opened in Hambleton, Lancashire, marked its “most environmentally friendly store yet”. “In today’s economic climate, money sitting in the bank is a luxury,” said Robinson. Article continues below “We’re investing in our society, our colleagues, our stores and our communities because that’s what co-operatives do – we exist to give back, not to generate excessive profit. "Despite economic headwinds, we’ve made choices that will strengthen our future and support those who rely on us.” Co-op remains a go-to for British consumers and it is rivalled by the likes of Sainsbury's, Aldi, Lidl, Morrisons and Tesco.