Woolworths Group has turned on Member Pricing (exclusive discounts) for its 14.3 million Everyday Rewards members. UK supermarket Tesco pioneered the strategy in 2019 with Clubcard Prices offering lower prices to its loyalty scheme members and in the last year has been followed by supermarkets Sainsbury's’, The Co-op Group, LLC, Morrisons and Marks and Spencer. One outcome is higher loyalty penetration which is valuable for retail media networks.