Tesco launches price match guarantee against rivals

tesco Tesco have gone and launched a new "immediate" price match service. What's that? Well, they're promising to give money back to customers if they could have purchased branded goods cheaper elsewhere.

Tesco's Brand Guarantee will let you get money off your bill at the checkout - both in person and online - if the overall cost of their branded grocery shop would have been less at Asda, Morrisons or Sainsbury's.

Now, Morrisons dropped a price-match scheme recently, because it was too much faff. It seems customers would prefer it if supermarkets just offered cheaper goods, rather than making everyone jump through hoops to prove it. So with that, whether Tesco's scheme will work or not, remains to be seen.

Tesco are confident though, and said that they're hoping to get rid of "the hassle and inconvenience of price match vouchers", saying the service was "a direct result of feedback as Tesco seeks to make the shopping trip easier for customers".

They do have a point. From their own research, they found that shoppers were missing out on "hundreds of millions of pounds in saving each year" because they weren't claiming back the price match vouchers. Will customers be comparing prices with other shops, while they get their groceries at Tesco? Probably not.

Matt Davies, Tesco UK and Ireland chief executive, said: “Shoppers tell us price matching vouchers are a pain and don’t really help them. We all know it can be stressful and awkward when you have to rummage through your wallet to find a price match voucher."

"We’re working hard to make the shopping trip that little bit easier for customers, with simple, affordable prices you can trust. Brand Guarantee is one more way we are taking the hassle out of a trip to the supermarket or an online shop."


  • Alexis
    At last. It seems the scheme just needed one of the supermarkets to be in real trouble and completely desperate. Turns out it was Tesco
  • Marvin
    Don't most supermarkets already claim to price match not just branded goods but unbranded like for like goods also. So this is a step back to take a step forward. Then there's the £20 minimum spend. All these head honchos of the big supermarkets fail to understand the simplest of things - people use Aldi/Lidl because there prices are consistently cheap without the need for gimmicky offers.

What do you think?

Your comment