match and more card

More than one million consumers have signed up for Morrisons’ Match & More price-matching/loyalty scheme, the retailer has revealed.

Shoppers have been able to register for the scheme since the beginning of October, and the rollout to all stores was completed last week.

Morrisons group trading director Casper Meijer told The Grocer the scheme had got off to a flying start. “There is a real buzz with the ambassadors in the stores talking about the Match & More card with customers,” he said. “We are very happy with the way it launched and the uptake we are seeing.”

Meijer rejected suggestions the scheme, which compares prices across Morrisons’ main supermarket rivals as well as Aldi and Lidl, was confusing, and that shoppers were tiring of such schemes generally.

“There is a lot of noise,” he said. “But if I judge by the early comments in store, I don’t think there is any fatigue. Our customers’ response is that this is a very comprehensive scheme, and bringing the discounters into it makes a huge difference, which is why it is the ultimate price guarantee and very different to what others offer.”

As well as going live across Morrisons’ entire estate, the new TV ad promoting the scheme featuring Ant and Dec also aired this week, which Meijer said would boost take-up even further. Morrisons still has some way to go to catch up with rival loyalty schemes - Sainsbury’s Nectar scheme has about 19 million users and Tesco’s Clubcard has 16 million users.