Morrisons Match & More loyalty scheme drops Aldi and Lidl price promise

Updated on 09 October 2015 | 7 Comments

Revamp means shoppers will get points based on their spending, instead of having their shop price matched with Aldi and Lidl.

Supermarket giant Morrisons has announced sweeping changes to its Match & More loyalty scheme which will make it a lot less rewarding.

In emails sent out to customers this week, the supermarket announced that it is making its Match & More scheme “even simpler”. The reality is it is cutting the best element of the scheme – the price matching.

How Match & More used to work

When it was launched, the Match & More scheme meant that your shop at Morrisons was price matched against Aldi, Lidl, Asda Tesco and Sainsbury’s, so long as you spent at least £15. You then got 10 points for every 1p cheaper your basket would have been at one of the other stores. Every time you hit 5,000 points you got a £5 discount voucher.

It was the only supermarket price match deal to include the discount stores Aldi and Lidl.

The new Match & More

However it has perhaps proved too popular, as from November it is to be revamped to take on a similar form to other supermarket market loyalty schemes where you earn points based on your spending. There will be no price matching.

So you’ll earn five points for every £1 you spend and every time you hit 5,000 points you’ll get a £5 voucher. The £15 minimum spend is being abolished and you will also still be able to earn 10 points per litre of fuel purchased at a Morrisons petrol station. 

A Morrisons spokesperson has denied that the changes are the result of the supermarket handing out too many vouchers. Instead they say they are helping customers who didn’t understand the old scheme.

“We have listened carefully to customers and we believe that they will prefer this simpler loyalty scheme. The changes mean that every pound counts towards earning points, which is much clearer for our customers,” says a Morrisons spokesperson.

The name of the scheme is set to be changed early next year to reflect that price matching will no longer form a part of it.

Get more back from your shopping

Instead of relying on a loyalty scheme, why not use a credit card that will give you something back when you spend?

For example, with cashback credit cards you get a portion of your spending back in cold, hard cash. Or with a rewards card you'll get points which can be cashed in for all sorts of rewards, including air miles and cheap days out.

For more, read The best cashback credit cards and The best rewards credit cards.

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