I do believe it's now as simple as price fixing, with the major supermarkets and their suppliers acting as a cartel. Mostly shop in Aldi where possible but have a small list of items (branded stuff) that we have to use the big supermarkets for.
There is no competition between them so my Clubcard does the best job available.
We now refuse to buy some things. Nothing to upset us too much, but out of spite to the bastards! :-)
Also the smaller retailers like B & M, Farmfoods etc are no longer any cheaper it seems to me.
When aslke why I do it most people seem oblivious to the fact that we are just subsidising huge salaries and bonuses for Directors and shareholders. Staff don't get looked after and are disposable, they HATE customers - just a necessary evil.
I regard it as a game now - "How are these thieving bastards trying to thieve off me today?" and how do I stop them?
Every little win gives me a bit more satisfaction.
Oh, and loyalty cards. IF they are so clever can they not see that almost everything I buy from them using the card is not at full price? Should ban me really.........:-)