Lawyer’s provocative Woolworths stunt exposes consumer tactics: ‘They're intrusive’

In the bustling aisles of Australian supermarkets, a quiet battle is being waged—not with shopping trolleys and checkout queues, but with the power of consumer choice and the written word.

Amidst the rising cost of living and the ever-tightening grip of market giants, one man's audacious act of rebellion has sparked a conversation about the true cost of loyalty programs and consumer rights.



Enter Tyrone Barugh, a Kiwi lawyer permitted to practise law in New South Wales, who has taken a stand against Woolworths' popular Rewards program in a manner that's as bold as it is controversial.

His weapon of choice? A registration to the Woolworths Rewards scheme under the name 'Mr F**k You'.


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Kiwi lawyer Tyrone Barugh signed up for Woolworths Rewards using the name 'Mr F**k you'. Credit: @BarughTyrone / Twitter


This isn't just a juvenile prank; it's a calculated move to highlight the negative consequences of a system that, according to Barugh, exploits consumers under the guise of savings and benefits.

He said the small act of consumer disobedience is perceived to call out price discrimination, a lack of transparency, and invasive customer surveillance.

‘Supermarket loyalty cards seem plainly bad for consumers. They reduce price transparency, facilitate price discrimination, can result in consumer lock-in, and can raise the barriers to entry for competitors,’ he said.

The cheeky pseudonym serves a dual purpose: it nods to his strong feelings about the loyalty scheme and adds a 'much more authentically Australian' touch to his protest.



But beyond the humour, Barugh's actions highlight serious concerns about privacy and consumer manipulation.

'They're privacy-intrusive because they facilitate the identification and tracking of individual consumers,' he said.

‘So if Woolworths is going to start tracking my preferences, I'd rather them attribute their sophisticated model of my preferences and buying habits to a “Mr F**k You” than to me.’

‘The typical consumer isn't going to read the Woolworths privacy policy or the Everyday Rewards membership terms. And even if they did, there's an imbalance of power and very little ability for consumers to push back.’



Moreover, Barugh pointed out a troubling aspect of these programs: the price discrimination they enable.

Woolworths often offers one price to Rewards members and a higher one to non-members, effectively penalising those who choose not to—or cannot—participate.

‘You're practically forced to sign up unless you can afford to pay a penalty price for your groceries,’ he said.

‘They [also] facilitate price discrimination insofar as some customers are targeted for deals. But price discrimination also occurs if a consumer is well off enough to opt out of the rewards scheme’

This was illustrated when a Sydney shopper noticed a significant price difference for the same product depending on membership status.

She compared the price litre of Dove body wash, which was $8.50 for members and $17 for non-members. This was a clear case of what he called 'black and white price gouging’.



The implications of such schemes extend beyond individual consumers.

The Queensland Fruit and Vegetables Growers (QFVG) voiced their concerns to a Senate inquiry investigating the supermarket duopoly in Australia.

‘The power imbalance sits within the data,’ the group’s CEO, Rachel Chambers, said.
Key Takeaways
  • A Kiwi lawyer named Tyrone Barugh has openly critiqued Woolworths Rewards by registering under the pseudonym 'Mr F**k You' as an act of protest against the loyalty program.
  • Barugh argues that supermarket loyalty schemes, like Woolworths Rewards, are bad for consumers, leading to reduced price transparency, price discrimination, customer lock-in, and increased barriers for competitors.
  • He asserts that these schemes are privacy-intrusive and aren't designed with the consumer's best interest in mind, instead focusing on tracking spending habits and preferences for marketing purposes.
  • Despite the potential drawbacks of loyalty schemes highlighted by Barugh, consumers often feel compelled to join to avoid paying higher prices, an issue he labels as 'price discrimination' and 'price gouging'.
Have you experienced similar frustrations with supermarket loyalty schemes? Do you feel that these programs benefit or harm your shopping experience? Share your stories and opinions in the comments below.
 
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Well , no one is forced to join any rewards program. It is a choice we all have . Don’t like it, leave it.
Unfortunately in some areas Woolworths is the only supermarket. Coles and Aldi are few and far between in some riverina towns. I'm lucky having lots of alternatives within 40ks of home but older people who don't drive are stuck with Woolies.
 
Yes I am with both Woolworths Rewards and Coles flybuys. I realise they track my spending. I use the cards as where I live there isn't much in alternatives locally. I have found that I go shopping and then get an email the same afternoon suggesting I could get xyz points if I spend so many dollars in the next few days. Boost now. Almost as if they say oh, she spent this amount now we will see if she will double that for some more points. No way. On a normal shop at Woolworths and Big W I buy only what I need and will usually get around $200 to spend at Christmas. I like that but if there were better alternatives I would go there. And no I won't shop at Aldi, I just don't like them
 
Unfortunately in some areas Woolworths is the only supermarket. Coles and Aldi are few and far between in some riverina towns. I'm lucky having lots of alternatives within 40ks of home but older people who don't drive are stuck with Woolies.
yes know that feeling. Live 60 kms from large rural town. Only got Woolies and IGA here. Less choice and sometimes pricier
 
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I have never joined a supermarket loyalty scheme. From the very beginning I recognised that they can track my purchases, time in store, amount I spend combined with my life situation eg. sex, location, contact information, where I shop and who I bank with. I imagine that current information would be worth a fortune to other industries. And yes, I'm penalised to pay higher prices to keep my privacy. So be it. Many thanks to people like Tyrone who isn't a sheep and attempts to open other's eyes and minds instead of just following the herd.
 
The Woolworths loyalty programme isn't worth much really as they are so expensive I am sure they more than cover the $10 off - my local Woolworths have poor ticketing and things are reducing in size for the same amount of money. There is an IGA here but can't say it's any cheaper. We need an Aldi at Woodford!!!
 
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I would expect a lawyer to conduct himself with a bit more respectability. I wouldn't hire him.
I am surprised that Woolworths accepted the application in such a name. It was clearly somebody aiming to ridicule the system.
I have been a Rewards member for several years and it pays for my occasional airfares around the country; "and I get 10% off a Woolies shop - every month". I love it!
 
Good on him! We need more like him. Woolworths tried to scam me me $2 extra as I wouldn't sign up for their membership discrimination system when i tried to buy some sausages. So I left them with the check-out chick to put back on the shelf.
 
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I would expect a lawyer to conduct himself with a bit more respectability. I wouldn't hire him.
I am surprised that Woolworths accepted the application in such a name. It was clearly somebody aiming to ridicule the system.
I have been a Rewards member for several years and it pays for my occasional airfares around the country; "and I get 10% off a Woolies shop - every month". I love it!
Some systems are worthy of public ridicule.

I have been a Rewards member for several years and it pays for my occasional airfares around the country;

And that means that people like me are paying for your travel, and without my permission. You owe me $1000.
 
I do have a Woolies Reward Card, but I get frustrated with the so-called members' prices. I live alone and am on jobseeker. What annoys me is when it says, members price...if you buy 2!! I love the cook range but definitely cannot afford two a fortnight! In reality though, it's only a saving of 50 cents each box. And I also get irritated with the boosters. Every week they add products I bought last week. How about changing it around from time to time? I do have my faces though. I bought Promite recently and it came up in next week's boosters. I've not purchased bird seed for almost a year now. Yet still it comes up again and again in boosters!
 
I do have a Woolies Reward Card, but I get frustrated with the so-called members' prices. I live alone and am on jobseeker. What annoys me is when it says, members price...if you buy 2!! I love the cook range but definitely cannot afford two a fortnight! In reality though, it's only a saving of 50 cents each box. And I also get irritated with the boosters. Every week they add products I bought last week. How about changing it around from time to time? I do have my faces though. I bought Promite recently and it came up in next week's boosters. I've not purchased bird seed for almost a year now. Yet still it comes up again and again in boosters! Faces should read faves, sorry 😞
 
I do have a Woolies Reward Card, but I get frustrated with the so-called members' prices. I live alone and am on jobseeker. What annoys me is when it says, members price...if you buy 2!! I love the cook range but definitely cannot afford two a fortnight! In reality though, it's only a saving of 50 cents each box. And I also get irritated with the boosters. Every week they add products I bought last week. How about changing it around from time to time? I do have my faces though. I bought Promite recently and it came up in next week's boosters. I've not purchased bird seed for almost a year now. Yet still it comes up again and again in boosters!
I feel sorry for your bird.

Is he/she a Norwegian Blue Parrot by any chance?
 
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