Morrisons launches Match & More

BRADFORD-based Morrisons has pledged to “price-match” its discount rivals as part of a strategy to win more customers.


Morrisons has launched ‘Match & More’ its new price match and points card. According to Morrisons, Match & More is the first programme of its kind to provide a price match guarantee against Aldi and Lidl as well as Tesco, Sainsbury’s and Asda.

If a comparable grocery shop is cheaper at any of these supermarkets, Match & More users will automatically get the difference back in points on their card. Shoppers will also be able to collect extra points on hundreds of featured products and fuel.

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Dalton Philips, the chief executive of Morrisons, 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.”

Using Match & More, customers earn points in the following ways:

Firstly, there is The Match, in which Morrisons’ technology automatically checks all the products in a basket against a database of thousands of prices collected by independent pricing experts Profitero. Where there are comparable products, these are price matched against those from Aldi, Lidl, Tesco, Asda and Sainsbury’s. If the comparable shop would have been cheaper elsewhere Morrisons will give you the difference in points on your card. For example, if Lidl is the cheapest and is 60 pence cheaper than Morrisons then 600 points are added to your Match & More account.

Under the other part of the scheme - called And More - shoppers will receive additional points on hundreds of featured products across Morrisons’ stores which will accumulate with each shop. They will also earn 10 points on every litre of fuel they buy from Morrisons petrol stations.

When 5,000 Match & More points are accumulated the customer receives a £5 voucher at the till. Morrisons will use insights from the card to tailor services to customers’ individual needs.

Mr Philips continued: “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.”

The Price Match will cover branded and own-brand products as well as items that are on promotion elsewhere. Morrisons also has plans to enable customers to turn their points into vouchers for exciting leisure activities such as eating-out and travel. The Morrisons ‘Match & More’ card will undergo a phased roll out across the country starting tomorrow and will be in stores in time for the Christmas season.