Morrisons trials coupon-at-till scheme as promotional war continues
Morrisons is running a coupon-at-till trial in its north east stores in a move that follows a similar initiative by rival Sainsbury's.
The trial coincides with Tesco boss Philip Clarke criticising the use of coupons in the market, during a media call following the company's first quarter results.
Morrisons is giving out "save £2 when you spend £40" coupons at tills in one of its Newcastle stores.
A Morrisons spokesman said the scheme is a "local trial of couponing in a handful of stores in the north east".
If successful, the initiative is likely roll out across Morrisons' estate.
The coupons offer money-off a basket spend or money-off specific products, which "are relevant and that shoppers value".
However, Morrisons does not run a loyalty programme such as Tesco Clubcard so tailored offers could prove a challenge.
The Morrisons spokesman adds that there is "no decision yet on further adoption".
Sainsbury's Brand Match initiative offers money-off coupons at tills, if a brand is cheaper at a rival retailer.
Retailers other than supermarkets are also focusing on coupon-at-till initiatives with Boots rolling personalised promotions at tills in December.
Follow Matthew Chapman at @mattchapmanUK
This article was first published on marketingmagazine.co.uk
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Middleweight Designer Dahling Ltd circa £35K + benefits, Central London
- Client Facing Project Manager Twist Recruitment £24000 - £27000 per annum + great benefits, City of London
- Midweight- senior Digital Project Manager Twist Recruitment £35000 - £55000 per annum + bonus, City of London
- ACCOUNT MANAGER | Integrated Agency | Confectionery | up to £30k (freelance & perm) Judi Patton up to £30k, London
- Sorrell says Publicis / Omnicom's 'merger of equals' is 'impossible'
- IAB: ad is 'viewable' if half of it is seen for one second
- Powerade launches global World Cup campaign
- Evian baby Spider-Man 'rescues' fans with Twitter answers
- We Are Pi wins Wrangler's European creative account
- YouTube reveals user habits to appeal to 'older' marketers