Morrisons goes all in on price match

Morrisons has decided to go for a price match with both Lidl and Aldi to ensure customers are more aware of its value.

Featuring over 200 essentials, with the supermarket checking twice a week to ensure these goods are as cheap as, or cheaper than, the equivalent at Aldi or Lidl, they will price match the product to whichever retailer has a cheaper equivalent.

In-store signage will indicate which products have been price matched, and Morrisons’ website will also indicate which items have been price matched. 

In a move to show that they are keeping their British-first focus, Morrisons have included items such as British beef mince, chicken fillets and carrots within the price match.

With Morrisons having experienced a downward share of consumer spend up to January 2024, it is clear that by introducing this price match the company is hoping to reverse that and increase growth. Whether they will be successful depends as much on the consumer as it does the company.