is this the beginning of the end of Price Match?

Last week, Morrisons simplified their ‘Match & More’ loyalty scheme to focus on rewarding overall spend with points, completely dropping the Price Match element that sent cardholders vouchers if their shop on certain branded goods would have been cheaper elsewhere.

To much less fanfare, last weekend Booths dropped Price Match out of their loyalty scheme too (but they haven’t updated the price match page on their website yet).  Haven’t heard about the change?  We’re Booths Card cardholders and got a letter on Saturday morning explaining that the £5 price match vouchers that used to regularly arrive in the post and 5% off 6 bottles of wine were going but Booth’s preferential cardholder pricing was being expanded to 300 products and the free hot drink and weekend newspaper were staying.

THEN on Monday Tesco announced that their Price Match scheme would change from vouchers given at the till to redeem on a future shop to an immediate discount off your bill.

So as things stand (and at the rate they’re changing this could be out of date within hours), some version of Price Match is still being offered by Sainsbury’s (voucher at till to spend on next shop), Asda (Price Guarantee that you have to check/claim yourself online) and Waitrose (prices on all branded grocery products identical to Tesco’s excluding promotions).

Obviously as a result, shoppers are no more confused, suspicious or otherwise hacked off than they were before with the UK grocery industry…


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