Morrisons is taking on Tesco Clubcard by launching discounts for loyalty card members across a range of branded products.
The supermarket is rolling out a big promotion in all of its UK stores this week, with price cuts to be applied to the likes of Ben and Jerry’s, Cadbury’s, Mars and Nestle.
It means that shoppers who are members of the My Morrisons loyalty scheme will now be able to take advantage of exclusive member-only discounts.
Adverts for the new scheme began appearing in supermarkets last weekend advising customers to "scan and save" to get money off. Shoppers will need to scan their physical loyalty card or the My Morrisons app at the checkout to secure the discounted food.
Ice cream brand Ben & Jerry’s is among the first to be featured with a half price deal, whilst half price deals for tubs of confectionery are set to roll out in the run-up to Christmas, including two for £6 deals on Quality Street, Roses, Celebrations and Heroes.
The discounted products are only available in-store, but the supermarket intends to introduce the offers online to customers shortly.
The deal is similar to one run by Tesco, where Clubcard users get exclusive discounts not available to other shoppers.
A Morrisons spokesperson said: "We’ve recently introduced exclusive deals for My Morrisons members and this week are running a My Morrisons Exclusive ‘two for £6’ confectionery tub offer.
“The type of offers available, and the categories that we run the offers on, will evolve as we continue to listen to customer feedback."
A change in scheme
Earlier this year, Morrisons changed its loyalty scheme to make it easier for shoppers to save money. Shoppers could get five points for every £1 spent in-store, and a £5 voucher to spend at Morrisons for every 5,000 points accumulated.
However, customers are no longer able to collect points through the loyalty scheme since the supermarket scrapped points collecting. Instead of getting points, customers now receive digital coupons for instant savings in stores.
The supermarket changed its regular offers to include more of the things customers have said they want, including meat and dairy products. It also introduced a “Basket Bonus” which allowed customers to bag a bonus offer after scanning the Morrisons app or swiping their loyalty card.