Morrisons has unveiled a significant update for 2025, much to the delight of its customers. The supermarket giant has expanded its price match guarantee to include over 100 additional everyday items and top sellers, matching prices with discounters Aldi and Lidl.
Initially launched in February 2024, Morrisons’ price match covered more than 200 essential products, including cornflakes, baby wipes, bread, and toilet rolls. Now, the retailer has confirmed that from New Year’s Day, more products such as olive oil, coffee, eggs, single cream, and pasta sauce will also be part of the price match promise.
This pledge ensures that Morrisons’ prices are either equal to or lower than those at German discount competitors. With this expansion, the price match now encompasses over 500 items, adding to the existing deals on bananas, potatoes, broccoli, and onions.
Gareth Lloyd, head of price at Morrisons, commented: “We’re starting 2025 by doubling down on value for our customers. This builds on the savings and rewards we’ve introduced throughout the year from price cuts to better deals for our More Card members.”
The announcement follows a pre-Christmas IT glitch that impacted Morrisons’ More Card loyalty scheme, causing delays in order deliveries. To compensate, the company offered a 10% discount on total purchases on December 23 and Christmas Eve for loyalty cardholders, along with reduced prices for all customers, after the technical issues prevented More Card discounts from being applied at checkouts, reports the Liverpool Echo.
In response to the issue, Morrisons has made the decision to offer the top 100 More Card prices as the standard price for all shoppers, regardless of their membership in the loyalty programme. The Bradford-based supermarket giant, owned by American private equity firm Clayton, Dubilier and Rice, has also recently revealed further cost-cutting measures with the proposed shutdown of its Rathbones bakery operations, potentially leaving nearly 400 employees facing redundancy.
The company is undergoing a rigorous cost-reduction strategy under the leadership of CEO Rami Baitieh, which includes efforts to decrease its significant debt burden. Recent statistics indicate a deceleration in sales growth for the quarter ending in July, with like-for-like sales rising by 2.9%, a drop from the 4.1% increase seen in the preceding quarter, attributed by Morrisons to “softer” market conditions.
Data from market analyst Kantar released earlier this month indicated that Morrisons’ market share had slightly decreased to 8.6% in the 12 weeks leading up to December 1, despite a 2% rise in sales. However, Morrisons reported in September that its market share had “stabilised”, attributing this to strategic investments in pricing, which have been instrumental in maintaining competitiveness against discounters such as Aldi and Lidl.
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