Morrisons launch price match loyalty card
03/10/2014
Morrisons have launched a new loyalty card as it tries to compete with the low prices offered at Aldi and Lidl.
The retailer says its Match & More loyalty card will provide a price match guarantee against Aldi and Lidl as well as Tesco, Sainsbury’s and Asda. If a shopping basket is cheaper than any of these rivals, the difference will be calculated by Morrisons and 10 points per 1 pence of the difference will be added onto the card. When 5000 Match & More points are accumulated the customer receives a £5 voucher at the till. There will also be chances to earn points through different promotions and by buying fuel.
The comparable prices will be collected by independent research group Profitero, and the price match will cover branded and own brand products.
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.”
“For our customers, the Match & More card could not be simpler. We have learned from other price match programmes so our customers will not collect lots of small vouchers or have to redeem them through a website when they get home from their shop.”
Lidi and Aldi’s share of the market is continuing to grow due to demand of lower prices and store expansion. Morrisons have been struggling in the market for a few years and in September they fell to a 10.9% share in the market. Sainsbury’s and Tesco have recently felt losses in their market share, with Tesco overestimating their profits by £250 million. They are now being investigated by the FCA.
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