Match & More Morrisons loyalty card

Morrisons’ new loyalty scheme will match Aldi and Lidl on price

Morrisons has become the first UK supermarket to price match against the discounters.

The retailer today launched a new price-matching scheme called Match & More, which will compare prices against Aldi and Lidl as well as Asda, Tesco and Sainsbury’s.

If a comparable grocery shop can be bought cheaper at any of these other retailers, then a shopper will get the difference paid back in points onto a loyalty card.

Shoppers will get 10 points for every 1p cheaper their basket would have been elsewhere; when 5,000 points are accrued, a voucher will automatically be printed for £5.

As well as points from the price-matching, shoppers can also add points by purchasing certain promoted items in-store. They can also add 10 points for every litre of fuel bought at a Morrisons forecourt.

“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,” said Morrisons chief executive Dalton Philips. “Because it price-matches the discounters, the Match & More card will provide the ultimate guarantee about Morrisons’ value-for-money.”

Philips said the scheme, powered by pricing experts Profitero, goes far beyond that of any of its big four rivals. Match & More covers branded lines - even on promotion - own label, and fresh produce.

He said he has challenged his buyers to find as many matches as possible. Where a product differs in size, Morrisons will price match on products within 20%, calculating the price difference on a pro-rata basis – for example, Aldi’s five-pack of sausage rolls will be compared against Morrisons’ six-pack.

Philips also claimed the vouchers would be valid for a much longer period than those of rivals. Shoppers can redeem their vouchers up to a year after being printed – typically he said the current schemes restrict redemption to between two weeks and a month.

The scheme is being rolled out to 12 stores initially this week, although shoppers around the country will be able to apply online for a card immediately. Morrisons said it planned to have rolled the cards out to all stores nationally in time for the Christmas shopping period.

A new television ad featuring Ant and Dec promoting the scheme will hit screens at the end of the month.