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Morrisons launches price tracking service on website

Morrisons has launched a price checking tool on its website that enables customers to find out the past prices of products online.

GENERAL MERCHANDISE

Morrisons launches price tracking service on website

The tool, which Morrisons hails as a first for a major supermarket website, allows shoppers to monitor the price history of products reduced as part of its recent its ‘I’m cheaper’ price cuts campaign. Shoppers will be able to compare prices going back to February.

Digital marketing director Amanda Metcalfe said: “As a nation, we’re watching what we’re spending to help stretch our household budget.

“Food prices can move up and down and that’s partly because of the number of deals that we offer. Customers therefore want to know whether they’re getting a really good deal.”

The launch of the price checker tool follows the announcement by Morrisons’ chief executive Dalton Philips last month that the supermarket had lowered prices on more than 1,200 everyday products.

Morrisons said the tool will enable customers to decide for themselves whether a product is good value and highlighted the fact that there are 10 products where after this month’s price cuts, the product is still more expensive than its cheapest point over the last three months.

Metcalfe continued: “We want customers to have complete faith in our value-for-money and we’re hoping that this ‘warts and all’ approach to our pricing will help.”

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