The UK-based supermarket chain Morrisons has announced the launch of its new card-based 'Match & More' price-matching and reward points programme, making the supermarket the first in the country to provide a price-matching guarantee against both Aldi and Lidl as well as Tesco, Sainsbury's and Asda. This article is copyright 2014 The Best Customer Guide.

If a comparable grocery shop is cheaper at any of these supermarkets, Match & More users will automatically get the difference back in points on their card. Shoppers will also be able to collect extra points on hundreds of featured products and fuel.

Dalton Philips, Chief Executive of Morrisons, 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."

Using Match & More, customers earn points in the following ways:

  • The Match
    Morrisons' technology does the hard work and automatically checks all the products in your basket against a database of thousands of prices collected by independent pricing experts Profitero. Where there are comparable products, these are price matched against those from Aldi, Lidl, Tesco, Asda and Sainsbury's. If your comparable shop would have been cheaper elsewhere we will give you the difference in points on your card. For example, if Lidl is the cheapest and is 60 pence cheaper than Morrisons then 600 points are added to your Match & More account.
  • And More
    Shoppers will receive additional points on hundreds of featured products across our stores which will accumulate with each shop. They will also earn 10 points on every litre of fuel they buy from Morrisons petrol stations. And, when 5,000 Match & More points are accumulated the customer receives a £5 voucher at the till.

Morrisons says it will use insights gathered through the card programme to better tailor offers to customers' individual needs.

To ensure that customers can trust the price match, comparable prices will be collected by independent research group Profitero. The Price Match will cover branded and own-brand products as well as items that are on promotion elsewhere.

Morrisons also has plans to enable customers to turn their points into vouchers for exciting leisure activities such as eating-out and travel.

The Morrisons 'Match & More' card will undergo a phased roll out across the country and will be available in all its stores in time for the Christmas shopping season.

Speaking on BBC News Business, Philips confirmed that Morrisons is investing £300 million this year in giving value to its customers. "For customers, the Match & More card could not be simpler. We have learned from other price match programmes so our customers will not collect lots of small vouchers or have to redeem them through a website when they get home from their shop," concluded Philips.