Tesco is trialling personalised Clubcard offers, giving customers tailored prices, based on their purchases. 

The "Your Clubcard Prices" deals will see shoppers sent new offers every Wednesday on top of all other existing deals. These will be sent through the Clubcard app and added to customers' discounts at the checkout. 

Tesco is among retailers to make major changes to its loyalty schemes, as well as investing heavily into its Aldi price match in order to win shoppers from its German discount rivals, alongside more deals for Tesco Clubcard members.

This follows analysis by Which?, which looked at special offer prices and loyalty prices in all the major supermarket chains.

It found that while Tesco Clubcard prices, which have made Tesco cheaper in three out of seven months since Which? began including loyalty prices in its analysis, Aldi offered the best value for shoppers.

Harry Rose, editor of Which? magazine, said: “Our research shows Aldi has retained its crown as the UK’s cheapest supermarket in 2024.

“After the added expense of the festive period, many households will be looking to cut costs.

“Our analysis shows that by switching supermarkets, shoppers can make significant savings, highlighting the advantages of shopping around where possible.”

It's unclear how many people are part of the Tesco trial, and how long it will last. 

A statement for Tesco conformed: "Your Clubcard Prices is a trial which gives customers even lower prices on selected products we know they like, based on their previous purchase history.

"If you are part of the trial, you'll receive Your Clubcard Prices on new products every Wednesday in your Tesco app. Your Clubcard Prices discounts are valid for seven days. You can purchase the products multiple times within the offer period."