Sir: Making promotions easy for a customer to use and understand is currently a common thread among the most successful and dynamic brands (‘Morrisons Match & More loyalty scheme to meet Aldi and Lidl on price’, p4, 4 October).

Morrisons may have been the last major retailer to adopt a loyalty promotion, but its scheme ticks the boxes. It is customer-friendly and gives consumers hassle-free added value. It also gives Morrisons a good weapon with which to fight back against the competition from the discounters. The way forward for promotions is to be honest, fair and give customers a good deal. These schemes have improved hugely, because innovative consultancies have invested in simplifying the user experience.

Steve Gales, sales director at Opia, via thegrocer.co.uk