Morrisons launches Match & More price match with Aldi and Lidl

Morrisons takes on the discounters as well as its supermarket rivals on price with new scheme.

Morrisons has launched a new loyalty card scheme called Match & More that price matches your shopping against not only Asda, Sainsbury’s and Tesco but Aldi and Lidl too.

If your shopping would have been cheaper at any of those stores on comparable items, you’ll get the difference in Match & More loyalty points. Both branded goods, such as Coca-Cola, and own brand will be included.

What are points worth?

Each penny more that you would have paid elsewhere will equal 10 Match & More points.

In turn, 10 points will equal 1p off a future shop at Morrisons. Once you’ve reached 5,000 points on your card you’ll be given a voucher for £5 to redeem off a future shop.

These vouchers will be valid for 52 weeks, unlike other supermarket schemes which have to be used within two weeks to a month, and several can be used in one transaction.

Alternatively they can be used for money off online shopping.

The small print

There is a £15 minimum spend and at least one item must be price matched at a competitor for your shopping to qualify for the price match. Shoppers will also receive personalised offers based on their shopping habits.

The price match isn’t available in Morrisons Local convenience shops, just its larger supermarkets.

At a press conference to launch Match & More, Morrisons Chief Executive Dalton Philips said Morrisons would match products that are up to 20% bigger or smaller on a unit price basis.

Match & More points can also be earned by spending on promotional items at all stores and fuel at Morrisons petrol stations. One litre of fuel will earn 10 Match & More points.

Taking on the market

This launch marks a major change in the supermarket price war as this is the first time of the big supermarkets has price matched the so-called ‘deep discounters’ Aldi and Lidl.

“We’re confident we’re matching the vast majority of Aldi’s products,” Philips said at the press launch.

Last week, Sainsbury’s announced that its Brand Match would no longer be price matching against Tesco, only Asda. Tesco and Asda both currently price match against each other plus Sainsbury's and Morrisons.

Morrisons says it hopes to offer rewards such as days out and restaurant discounts as part of the Match & More scheme in the future.

The Match & More scheme will begin in 11 supermarkets tomorrow (Friday) and will be available in all Morrisons supermarkets before Christmas.

What do you think of Match & More? Would it persuade you to shop at Morrisons? Let us know in the Comments section below.

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