Upmarket Waitrose is set to scrap its Pick Your Own Offers loyalty scheme, claiming shoppers find it too confusing.
It lets shoppers save 20% on up to 10 items from a wide range of products.
The scheme was launched by Waitrose during a supermarket price war in 2015.
Mark Price, the managing director at the time, said that the scheme was ‘ground-breaking’ but potentially very expensive.
It was estimated that the price cuts could cost up to £260 million a year or more, with Waitrose splitting the cost with the suppliers it signed up.
According to a staff briefing document, it’s closing because customers had told Waitrose they found the ‘process for choosing and remembering their picks quite confusing.’
The document said that Waitrose will be ‘investing more in tailored vouchers and personalised offers sent through the post or at the checkout’.
A spokesman for Waitrose said: “We will be contacting all myWaitrose members on Thursday (8 February) about how they can make savings more easily on the products they buy most often.”
Anika Newjoto, editor of supermarket loyalty points site shopperpoints.co.uk, told The Guardian: “Pick your own offers was simply too complex for the average busy shopper.
"Unless you regularly went back on to the website to change your selection as your preferred products changed, it became less and less useful.
“Most people will have forgotten what was on their list.”