Morrisons rolls out loyalty card across the UK as it takes on discount rivals

Match & More, the new price match and points card, is now available in every Morrisons supermarket.

Earlier this month, Bradford-based Morrisons announced that it was taking on discount chains Aldi and Lidl with a new loyalty card that promises to match their prices or it will repay the difference.

It was the first time one of the Big Four grocers - Tesco, Asda, Sainsbury’s and Morrisons - had pledged to match the discounters’ prices, which are generally 15 per cent lower than the Big Four.

A Morrisons spokesman said: “The card has proven to be a huge hit with shoppers with over one million customers registering since the launch at the start of October.”

According to Morrisons, the programme provides a price match guarantee against Aldi and Lidl as well as Tesco, Sainsbury’s and Asda. Match & More users automatically receive the difference back in points on their card, if their comparable grocery shop is cheaper at another supermarket.

Points are available on hundreds of featured products, including fuel. When 5,000 Match & More points are accumulated, the shopper receives a £5 voucher at the checkout.

A Morrisons spokesman said: “To help customers get the most out of the programme, Morrisons is also launching a new App.”

The App helps customers to access a live stream of offers on their favourite products, as well as items that have discounts and extra points in-store and online.

Crawford Davidson, Morrisons’ customer director, said: “We have been delighted by how quickly customers have been signing up for their new Match & More card.

“Our new App is the latest tool to help customers find the deals they want quickly, while ensuring they get the best possible value. It uses cutting edge technology to make shopping trips easier. Users can organise their shop and keep track of what’s going in their trolley.”

Launching the programme earlier this month, Morrisons’ chief executive Dalton Philips said that customers are willing to shop around to save money, but they begrudge the time it takes them. Mr Philips said the new loyalty card will save customers the hassle of remembering to bring the right coupons when they shop, because the card will do it all automatically. He also said that, unlike Asda’s price guarantee, customers will not have to go home and enter their receipt details on to the website to get their money off voucher.