Morrisons trials coupon-at-till scheme as promotional war continues

By Matthew Chapman,, Wednesday, 13 June 2012 10:51AM

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.

Morrison: Andrew ' Freddie' Flintoff campaign

Morrison: Andrew ' Freddie' Flintoff campaign

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


You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs