Morrisons believes the Tesco Price Promise is misleading customers into thinking that Tesco will always compensate them if they shop at Tesco but Morrisons is cheaper.
The Price Promise works by comparing a shopper’s basket with prices from other supermarkets.
Morrisons has checked these price comparisons and found that Tesco is unable to make a comparison in many cases and lists Morrisons prices as ‘not available’. This may be because Tesco can only check Morrisons prices manually through mystery shopping exercises.
In one shop, Morrisons bought items from the Grocer 33, a shopping basket picked by the Grocer Magazine. Tesco’s Price Promise said it was cheaper than Morrisons. In fact, when the prices of five products were included that Tesco’s Price Promise could not compare (items were said to be unavailable), Tesco was actually £1.05 more expensive.
Crawford Davidson, customer director at Morrisons, said: “We are complaining because Tesco’s Price Promise provides a false assurance that it will compensate customers when Morrisons is cheaper, which it mostly is.
“Customers expect Tesco to do this properly. If Tesco can’t accurately collect prices of its rivals and make trustworthy comparisons, then it should not be making this so-called promise.”
The Morrisons prices missing from Tesco’s Price promise calculation are often own-brand fresh products.
Morrisons has contacted Tesco about its concerns.
Source: Morrisons
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