Morrisons has launched a transparent price tracking service on its website that will allow customers to find out the past prices of products.
As part of its recent Morrisons ‘I’m cheaper’ price cuts campaign, the tool will enable shoppers to be able to monitor the price history of products and be able to compare prices going back to February.
Digital marketing director Amanda Metcalfe said: “As a nation, we’re watching what we’re spending to help stretch our household budget.
“Food prices can move up and down and that’s partly because of the number of deals that we offer. Customers therefore want to know whether they’re getting a really good deal.”
Metcalfe continued: “We want customers to have complete faith in our value-for-money and we’re hoping that this ‘warts and all’ approach to our pricing will help.”
Chief Executive Dalton Philips also announced last month that the supermarket had lowered prices on more than 1,200 everyday products.
