Morrisons’ Match & More loyalty scheme, already branded “a waste of time” by Tesco Clubcard guru Clive Humby, is facing an ad watchdog probe following a raft of complaints that the scheme is confusing.
Aldi has already lodged a complaint with the Advertising Standards Authority, joining over a dozen consumers who claim the £15 minimum spend required to enter the scheme is unclear.
The ASA confirmed that it was formally investigating the complaints and would publish its findings in due course.
Match & More launched in November – initially in just 11 stores – compares the price of customers’ baskets against Asda, Sainsbury’s, Tesco, Aldi and Lidl and offers them points if their shop would have cost less elsewhere.
On launch, loyalty industry specialists raised concerns over whether programme is little more than a gimmick after it was revealed the supermarket chain has shunned a third-party partner to handle it in-house.
One source told DecisionMarketing: “This kind of operation is highly complex if it is done properly, which raises the question of whether Morrisons is really serious about the scheme.
“Tesco has the might of DunnHumby; Sainsbury’s the power of Nectar, while ICLP has client across industry sectors and Boots (Advantage Card) and the John Lewis Partnership (My John Lewis and My Waitrose) have hundreds of people working on their businesses. If the Morrisons’ scheme is going to be more than just a gimmick, they will need a similar partner.”
Clubcard founder Humby also has waded into the debate, calling the Match & More scheme “a waste of time”.
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