Morrisons launches price match and points card
Supermarket works with research group on scheme
Offering targets cut price discounters and Big Three rivals
Morrisons has launched a rewards card that offers points and provides a price match guarantee against rivals Aldi, Lidl, Tesco, Sainsbury’s and Asda.
The retailer says that, if a comparable grocery shop is cheaper at any of these supermarkets, users of the new Match & More scheme will automatically get the difference back in points on their card. The price match offer is a major undertaking, particularly against Aldi and Lidl who have cut heavily into the market share of the established supermarkets with their aggressive discounting policy.
The supermarket claims it will be the first of the “Big Four” to match the discounters on price.
Shoppers will also be able to collect extra points on “hundreds” of featured products and fuel.
Morrisons is not using a loyalty management company on the scheme, but is working with independent research group Profitero which will collect comparable prices to ensure that customers can trust the price match. The Price Match will cover branded and own-brand products as well as items that are on promotion elsewhere.
The retailer will use insight from the card to tailor offers to the individual needs of customers.
The card design was done by Futurebrand, with development of card mechanics/systems and digital marketing conducted in-house. In-store POS is provided by Live & Breathe, and print by Xerox.
The card is being given a phased rollout across the country from this month and the retailer says it will be in all stores in time for the Christmas season.
Morrisons says it also plans to enable customers to turn their points into vouchers for leisure activities such as eating-out and travel.
The retailer first announced its intention to launch a scheme in March this year after making a £176m loss in 2013. It admitted it had been “at a significant disadvantage” to competitors for many years dur to a lack of IT systems capability to understand customers at an individual level.
Morrisons chief executive Dalton Philips 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.”
Customers earn points in the following ways under the scheme:
• The Match – Morrisons’ technology automatically checks all the products in the customer’s basket against a database of thousands of prices collected by Profitero. Where there are comparable products, these are price matched against those from Aldi, Lidl, Tesco, Asda and Sainsbury’s. If a customer’s comparable shop would have been cheaper elsewhere Morrisons gives them the difference in points on their card. For example, if Lidl is the cheapest and is 60 pence cheaper than Morrisons then 600 points are added to their Match & More account.
• 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 5000 Match & More points are accumulated the customer receives a £5 voucher at the till.
Philips added: “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.”