Morrisons has launched a new price match scheme, promising to meet the prices of Aldi, Lidl, Sainsburyâs, Tesco, and Asda on over 500 core grocery staples.
The new âUnbeatable Pricesâ commitment will guarantee the lowest price on products like chicken, butter, and pizzas, alongside items from Morrisonsâ Market Street counters.
Price Match Initiative
Morrisonsâ existing Price Match initiative, which launched in 2024, will be replaced by the new scheme, which will monitor price changes twice a week and beat the lowest price offered by its competitors.
The Unbeatable Prices scheme will be highlighted in Morrisons supermarkets through dedicated point-of-sale and banners online, although it is not currently available in Morrisons Daily stores or via its aggregate grocery delivery partners.
Customer Benefits
According to Alex Paver, Morrisons customer and marketing director, the new scheme means customers can trust that they wonât find lower prices on the included products at Asda, Tesco, Sainsburyâs, Aldi, or Lidl.
Paver added that the scheme offers customers great quality and expert service, including bread baked fresh in store and food prepared by skilled Market Street colleagues, all at unbeatable prices.
Morrisons is the first supermarket to explicitly pledge to meet the prices of all the traditional big four, as well as both discounters, through its price match scheme.
This development is likely to have a significant impact on the shopping habits of Morrisons customers, who will now be able to trust that they are getting the best prices on their essential grocery items, without having to compromise on quality.
As part of its turnaround plan, Morrisons has stabilised its market share, with sales growing 3.3% over the 12 weeks to 9 August, according to the latest Worldpanel data.
Market Share
Morrisons has pushed its market share up by 0.1% to 8.5%, with CEO Rami Baitiéh looking to build on this momentum.
Related: Poundland Owner Seeks Sale Advice
The success of the Unbeatable Prices scheme will depend on Morrisonsâ ability to maintain its price competitiveness while also delivering on its promise of great quality and expert service.
Morrisons will continue to monitor price changes and adjust its prices accordingly, ensuring that customers get the best possible value for their money.
The new scheme is a significant improvement over Morrisonsâ previous Price Match initiative, which only matched the price of 200 individual lines at Aldi and Lidl.
In contrast, the Unbeatable Prices scheme will cover over 500 core grocery staples, providing customers with a much wider range of products at competitive prices.
Other supermarkets, such as Asda, Tesco, and Sainsburyâs, have also introduced their own price match schemes, but these have been limited in scope and have not matched the breadth of Morrisonsâ new initiative.
For example, Asda previously matched the prices of Aldi and Lidl, but discontinued the scheme after just over a year, while Tesco and Sainsburyâs have been reducing the number of products included in their Aldi Price Match schemes.
The Unbeatable Prices scheme is a key part of Morrisonsâ turnaround plan, which aims to stabilize the companyâs market share and drive sales growth.
With the new scheme in place, Morrisons is well-positioned to attract price-conscious customers who are looking for great value without compromising on quality.
The companyâs commitment to delivering exceptional quality and expert service, alongside unbeatable prices, is likely to resonate with customers and drive loyalty to the Morrisons brand.