Morrisons dumps price matching in favour of ‘simpler’ loyalty scheme

Morrisons is getting rid of the price matching element of its Match & More loyalty scheme in an overhaul that will see the supermarket adopt a more traditional programme that rewards spend with points.

The scheme has been under review since former CEO Dalton Philips left the business earlier this year. He introduced “Match & More” a year ago, hailing it as the first by a major supermarket to price match both its big four rivals and the discounters Aldi and Lidl.

However it has been criticised for its complexity. When it launched Lidl took out a full page ad in the national newspapers highlighting how many steps customers had to go through to benefit from the scheme, compared to its every day low prices.

Morrisons says shoppers will now accumulate five points for every pound spent online or in store and receive a £5 voucher once they have reached 5,000 points. Points will also be available on special items and fuel purchases.

A Morrisons spokesman says: “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.”

Morrisons also plans to change the name of the scheme to reflect the fact that there will no longer be a ‘Match’ aspect. It has trademarked the name “Morrisons More”.

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