// Morrisons is latest grocer to replicate Tesco Clubcard Prices by launching discounted prices for loyalty scheme members
// The retailer will launch the new pricing trial tomorrow in 20 stores in the north east
Morrisons is to follow Tesco, Sainsbury’s and The Co-op in offering its loyalty scheme members discounted prices.
The Grocer reported that Morrisons trial will kick off the new pricing initiative tomorrow across more than 20 stores in the north east, with a full rollout earmarked for the summer.
The new pricing scheme will also see it bring back its More loyalty card, which the publication said it scrapped in May 2021 as it pushed its My Morrisons app instead.
The Bradford-based grocer is the latest major supermarket to embrace loyalty member pricing as firms try to emulate the success of Tesco’s Clubcard Prices.
Sainsbury’s launched Nectar Prices earlier this month and was followed by The Co-op’s Member Prices debut last week.
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Morrisons has been losing market share over the past year in the wake of its £7bn acquisition by US private equity firm Clayton, Dubliner & Rice, which left it with a sizeable debt pile to service.
However, the grocer revealed it had returned to sales growth in its first quarter last month as moves to improve its price competitiveness started to pay off.
For the 13 weeks ending January 29, 2023, Morrisons recorded a 3.4% rise in total sales to £4.7bn, with group like-for-like sales excluding fuel rising 0.1%.
During the period, the grocer invested in “significant price cutting” to help customers through the cost-of-living crisis.
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