Independent supermarket chain IGA has revealed its newest weapon in the battle for Aussie shoppers' loyalty against the giants of Coles and Woolworths.

Almost all of IGA's independent supermarket owners, 1100 of 1280 stores, have signed on to join a cash-back rewards program that tailors rewards based on individual shopping habits.

Grant Ramage, the CEO of IGA's parent company Metcash, said "lots of people are still struggling to make ends meet and feeling pressure".

"Most people would prefer to have cash back than points," Mr Ramage said.

"Points are confusing. It's not clear what I have to do, what hoops I have to jump through to get value from it, whereas cash is cash," he said.

IGA's rewards program comes after the Australian Competition and Consumer Commission (ACCC) 2024-2025 Su

See Full Page