Morrison’s will no longer offer customers a price match promise against Aldi and Lidl after announcing the introduction of a “simpler” loyalty scheme.
The supermarket chain’s Match and More loyalty scheme will stop giving its members points if they could have bought the item cheaper at Aldi or Lidl. Instead it will change the reward system to give customers points for all purchases with bonus points attached to promotional items.
The changes come just one year after the scheme was launched as a means to combat the growing success of the German discounted supermarkets which have increased their market share to 4.2 per cent. It has been interpreted by some as a sign that the supermarket price wars are easing with supermarkets attacking each other less in their advertising and focusing more on reward schemes in an attempt to retain and attract customers.
Morrison’s has said its decision to introduce the changes are due to some customers being confused as to when they receive points. It has come under fire for the lack of clarity over the scheme with the Advertising Standards Authority (ASA) ordering it to clarify the way it compares prices with other supermarkets under its ‘Match and More’ loyalty scheme.
Speaking to The drum a spokeswoman for Morrison’s said: “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.”
From 2 November customers will no longer receive points if they find the product cheaper in Lidl or Aldi and will instead earn 5 points for every £1 they spend in store.
The change will drop the price match guarantee altogether, meaning Morrison’s will no longer price match its other rivals in Sainsbury’s, Tesco and Asda.