SWMBO got a Morrisons loyalty card in the post. Similar to the one where you get points on petrol, but now applies in store.
Apparently when you swipe the card at the till it automatically compares the prices of the goods with the other big three supermarkets AND Aldi & Lidl. It mentions them by name.
You get points for any difference in price; including non branded goods.
"Morrisons has announced a new loyalty card scheme in an effort to seize back the initiative in the supermarket wars.
The retailer says its Match & More card will award points equivalent to the difference in price on items that are cheaper in other supermarkets.
Morrisons said its scheme provided a price match guarantee against discount chains Aldi and Lidl, as well as Tesco, Sainsbury's and Asda."