Morrisons Focuses on Loyalty With Price Cuts
U.K. supermarket chain Morrisons is cutting prices on more than 2,000 items for its More Card loyalty program members.
The savings apply to branded and essential items across several categories and are effective throughout September.
To alert members to offers, Morrisons is posting signage at shelf edge as well as online. The Morrisons More app and email blasts also tout the deals.
The retailer also is highlighting its Low Everyday Price items storewide, both on its own brand staples as well as branded goods — including SKUs from Unilever, L’Oreal and GlaxoSmithKline — across several categories, ranging from refrigerator and freezer, pantry staples, bakery, snacks, toiletries, cleaning products and baby care.
Morrisons is adding more than 70 SKUs to its Aldi and Lidl Price Match policy, promising to offer the same price on select items, whichever competitor has the lowest cost. Morrisons launched the program in February. Price-matched products include staples such as cheese, potatoes and rice. Signage in-store and online direct customers to the price-matched goods.
“Today’s move represents our single biggest investment in loyalty and pricing for many years,” Alex Rogerson, group marketing director at Morrisons, said in a media release. “Driving strong value for customers remains our number one priority, and today we are getting the big bazooka out and slashing the prices on over 2,000 products for More Card customers.”