Morrisons to price match Lidl and Aldi
So with Aldi and Lidl being the cheapest, they'll be mainly matching their prices then?
This new price comparison and points system will see customers being refunded card points and the like, along with getting extra points for selected items and fuel. The price war between the supermarkets is really hotting up, eh?
You'll only be able to get points if you can find the product cheaper elsewhere, and Morrisons chief executive Dalton Philips said: "In May, we announced that we were lowering our prices permanently - now we're launching Match & More the most comprehensive price match and points scheme in the UK."
"Because it price matches the discounters, the Match & More card will provide the ultimate guarantee about Morrisons' value-for-money."
You get the impression that Aldi and Lidl aren't too phased by this announcement from Morrisons, seeing as they're doing a roaring trade and have been partially blamed for all the other retailers' woes.
Morrisons have said that they'll have a database of thousands of comparable items which will be automatically checked, and if a rival have a similar product that is 60p cheaper, then the customer will get 600 points in their account. Once you get 5,000 points, you get a £5 voucher.
Morrisons' scheme kicks off tomorrow and will be in every store in time for Christmas.