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Morrisons goes head to head against other grocers with new price-matching scheme

Published:  03 October, 2014

Morrison's announced it is newest strategy in taking on discount grocers Aldi and Lidl for the first time with the introduction of the a new price-matching loyalty card scheme called 'Match & More.'

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Morrisons launches "Match & More"

Morrison's announced it is newest strategy in taking on discount grocers Aldi and Lidl for the first time with the introduction of the a new price-matching loyalty card scheme called 'Match & More.'

Dalton Philips, chief executive of Morrisons, said: "In May, we announced that we were lowering our prices permanently. Now we're launching Match & More - the most comprehensive price match and points scheme in the UK. Because it price matches the discounters, the Match & More card will provide the ultimate guarantee about Morrisons' value-for-money."

Morrisons will compare and match the price of products against Aldi, Lidl, Asda, Tesco, and Sainsbury's. If the basket shop could be found cheaper at a one of competitors' outlets, the customer will get 10 points for every pence of difference in price loaded onto a loyalty card.  For every 5,000 points that a customer accrues on their loyalty card, they will receive a £5 voucher that will be automatically printed.

Morrisons also has plans to enable customers to turn their points into vouchers for lifestyle activities like eating-out and travel. The vouchers won't expire for a year, which is a much longer redemption period than that offered by other grocers. All other grocers coupons currently expire within two weeks to a month and often require customers to go online to redeem their vouchers.

A shop total must be over £15 to be eligible for the "Match & More" scheme.

Shoppers also can accrue points by purchasing specific items that are on promotion in-store as well as by purchasing fuel at the Morrison's petrol stations.

The scheme was initially launched in 12 stores this week and will roll out nationwide in time for the Christmas shopping period.  

In order to reassure shoppers that the price match system is credible, Morrisons has selected independent research group Profitero to collect the comparable prices. The Price Match scheme will cover branded and own-brand products.

"Morrison's has said that this is not going to be a temporary phenomenon. And the share prices of Tesco (TSCO) and Sainsbury's (SBRY) would suggest that holders there have taken fright and have concluded that prices will be lower on a permanent basis," said Mark Brumby, an analyst at Langton Capital.

Morrisons made news in March that it would be reinvesting £1 billion over the next three years to compete with other supermarkets and lowered the prices on 1,200 of its everyday products.  The introduction of "Match & More" is part of the that large investment.

Te register for a 'Match & More" card visit Morrisons online.

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