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Morrisons CMO: Aldi and Lidl price match is an ‘effective way’ to communicate value
Consumers often “shop around” in the UK supermarket sector, says Morrisons chief customer and marketing officer, Rachel Eyre. The supermarket hopes its price match will “reassure” customers to do more of their shopping with it.
Morrisons became the latest supermarket to benchmark its prices against competitors earlier this week, with the launch of its Aldi and Lidl Price Match.
For its chief customer and marketing officer, Rachel Eyre, it will be a key lever in communicating its value credentials to consumers.
“Our judgment is that this Aldi Lidl price match is an efficient and effective way to reassure our customers on the competitiveness of our prices,” she tells Marketing Week.
