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UK Supermarket Morrisons Launches The Most Comprehensive Price Match Based On Profitero’s Pricing Intelligence

October 3, 2014

Profitero, the leading global provider of online insights and eCommerce intelligence for retailers and brands, today announces that supermarket Morrisons has launched the most comprehensive price match scheme in the UK, based on Profitero’s pricing intelligence.

Morrisons becomes the UK's first supermarket to include Aldi and Lidl in a price comparison tool as part of its customer card, Match & More. The scheme launches today in 11 stores before a roll out to all shops in time for Christmas. If a comparable grocery shop at Morrisons is cheaper at either Tesco, Sainsbury’s, Asda, Aldi or Lidl, customers get the difference back in points credited to their cards.

The supermarket is drawing on Profitero data for the price match scheme, with the vast majority of Morrisons’ 20,000 SKUs included. Profitero’s rigorous product matching capability ensures the grocer can accurately compare most items against own-brand items from Aldi and Lidl.

Commenting on the scheme, Morrisons' Chief Executive Dalton Philips said, “Match & More is the most comprehensive price match and points scheme in the UK. Because it price matches the discounters, the Match & More card will provide the ultimate guarantee about Morrisons’ value for money. This is a game changer and a powerful new weapon to help get Morrisons fit for the future.”

Volodymyr Pigrukh, CEO and Co-Founder of Profitero, said: “We are delighted to be working with Morrisons on this industry first price match scheme. Morrisons turned to Profitero as we were able to deliver the most advanced product matching solution, enabling them to match on both branded and own-label against discounters Lidl and Aldi. In selecting Profitero as the data partner for this scheme, Morrisons has demonstrated why our price intelligence capability is the most advanced and powerful solution in the industry.”

About Profitero

Profitero is the leading global provider of online insights and eCommerce intelligence for retailers and brands, offering the largest reach and scale of online data collection in the industry.

We provide both brick & mortar and online retailers with their competitors' prices, promotions and full product assortment information. More than 50 global retailers, including Staples, Waitrose, Ocado, Morrisons, Walmart-owned Sam’s Club and Worten, rely on Profitero's accurate and timely competitor price intelligence to make better informed and more profitable pricing decisions, helping them to increase sales as well as margins.

Profitero also supplies brands with critical online insights, helping to enhance their online sales and market positioning. We deliver key online metrics, including share of online shelf, share of voice, pricing, brand price monitoring and new product monitoring, in any country and from any online or multichannel retailer, updated every day.

For more information email sales(at)profitero(dot)com or visit

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