Morrisons to price match Aldi and Lidl
Called ‘Match & More’, the programme will see users automatically get the difference in price back in points on their card if a comparable grocery shop is found to be cheaper at the supermarket’s rivals. Match & More shoppers will also be able to collect extra points on hundreds of featured products and fuel.
When 5,000 Match & More points are accumulated the customer will receive a £5 voucher at the till.
Morrison chief executive Dalton Philips 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’ technology will automatically check all the products in customers’ baskets against a database of prices collected by independent pricing experts Profitero. The price match will cover branded and own-brand products as well as items that are on promotion elsewhere.
Philips added: “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.”
Morrisons is also planning to enable customers to turn their points into vouchers for a range of leisure activities such as eating out and travel.
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