Morrisons is set to drop is price match guarantee, just one year after the scheme was launched.
The ‘Match and More’ loyalty scheme will stop rewarding its members points for finding the same item at a lower price in German discounters Aldi and Lidl.
According to Morrisons, the changes are coming due to customer confusion about how they receive points. The Advertising Standards Authority has marked this in the past, having ordered Morrisons to clarify the way it compares its own prices with other supermarkets in order to award points in the first place.
The new rewards system, which comes into place on 2 November, will award points to customers for all purchases, with bonus points given for promotional items. Customers will also earn five points for every £1 they spend in store.
Speaking to The Drum, a spokeswoman for Morrisons 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.”
In addition to the value retailers, the changed ‘Match and More’ will also cease benchmarking prices against other rivals including Sainsbury’s, Tesco and Asda. This could be Morrisons' attempt to attract customers by shifting from a price war to a focus on reward schemes.