Lawyer’s provocative Woolworths stunt exposes consumer tactics: ‘They're intrusive’
- Replies 23
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'.
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.
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.
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'.
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.
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