Morrisons is ditching its promise to match Aldi and Lidl prices just one year after the scheme began.
From 2 November, the retailer’s Match & More loyalty cards will no longer give shoppers points based on price comparisons with the discounters. It has also removed the £15 minimum spend requirement and said shoppers will now earn five points for every £1 spent in stores.
Morrisons said the move aims to simplify the scheme as customers had told them it is “confusing”.
“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,” a Morrisons spokesman told FPJ.
The spokesperson said that the scheme will remain under the Match & More name “for now”.
When Morrisons first announced it would be the first to price match against the discounters, both Aldi and Lidl responded by publishing adverts in national newspapers detailing why Match & More was “too complicated” and asserting that they “lead rather than match” on price.
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