Supermarket Morrisons has launched its own loyalty and price match scheme, called Match & More.

Combining a price match scheme and loyalty points card in one, Match & More has already been available in some stores since the beginning of October, seeing over one million customers register so far.

The scheme has two threads to it: first a price-matching scheme, similar to the likes of Sainsbury’s, Tesco and Asda, but Morrisons will also price match against products from Lidl and Aldi – and is the first of the big four to do this. Customers will receive the difference back in points on their Match & More Card (1p equals 10 points).

In addition, Morrisons will offer extra points on selected items throughout its store – but unlike Tesco Clubcard and Sainsbury’s Nectar schemes (and Sainsbury’s recently halved the value of Nectar points), shoppers won’t earn points on their whole supermarket shop.

The supermarket will also award shoppers 10 points for every litre of fuel purchased at a Morrisons forecourt.

Once shoppers have collected 5,000 points they will receive a £5 voucher at the checkout, which will be valid for up to 52 weeks. The Match & More app also makes it easy for shoppers to keep track of their points total and to search out offers and items with extra points up for grabs.

Morrisons believes the combination of loyalty points and price matching with the discounters gives Match & More an edge over other loyalty and brand-matching schemes.


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