MORRISONS is to take on discount chains Aldi and Lidl with a new loyalty card that promises to match their prices or it will repay the difference.
It will be the first time one of the Big Four grocers - Tesco, Asda, Sainsbury’s and Morrisons - has pledged to match the discounters’ prices, which are generally 15 per cent lower than the Big Four.
Bradford-based Morrisons said its new Match & More card, which will be advertised on TV by Geordie TV stars And and Dec, will be rolled out across all its stores in time for the vital Christmas trading period.
Morrisons’ chief executive Dalton Philips said that customers are willing to shop around to save money, but they begrudge the time it takes them.
Morrisons claims that its new scheme will save customers the effort as its prices will be verified by independent pricing firm Profitero.
If the price in Tesco, Asda, Sainsbury’s, Aldi or Lidl is cheaper, customers will get points on their card at the till. Once their points add up to £5 they will be given a £5 voucher off their next shop.
The voucher will be valid for 52 weeks, allowing customers to save up their vouchers for the all-important Christmas shop.
“This will be the most comprehensive price match scheme,” said Mr Philips.
“It will provide the ultimate guarantee that the basket wouldn’t cost any more anywhere else.”
Mr Philips said the new loyalty card will save customers the hassle of remembering to bring the right coupons when they shop as 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 onto the website to get their money off voucher.
The new cards will be free. Customers will need to spend a minimum of £15 per shop in a supermarket to be eligible for price matching. Online shopping and convenience stores (which charge more than big supermarkets) will not be eligible.
The move is part of a pledge to spend £300m on pricing this year as part of a bigger £1bn investment over three years.