Match & More concentration required

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I’m a ‘basket-splitter’ and chances are, you are, too, writes Jo Davison.

It’s not the latest arts and crafts activity - it’s the cannier way to do the supermarket shop, the term for those of us who hop from store to store on the weekly food-shop.

Before the recession, most families saved time by doing a big weekly shop in one store and stayed true to one supermarket to gain loyalty card points.

But now we’re focussed on saving money - and head to discounted stores Aldi and Lidl for the bargains, then back to the big name stores for regular buys. Particularly in Yorkshire. Bradford-based giant Morrisons has examined consumer shopping habits across the regions and discovered its own county is home to one of the highest concentration of ‘basket-splitters’ in the UK.

Morrisons launched its new shoppers’ card Match & More last month. It’s the first card to provide a price match guarantee against Aldi and Lidl as well as Tesco, Sainsbury and Asda. The till automatically checks all products against a constantly updated database and refunds the difference in points.

The PR team invited me into the Ecclesfield store to trial it, handing over card and trolley - and adding a free Match & More app to my phone to find the deals faster and keep a tally of my points (get to 5,000 and a £5 voucher is yours - or stockpile up to £100-worth for Christmas).

I came out dizzy, what with the app, the yellow extra points signs, the regular task of doing mental value comparisons and keeping an eye out for BOGOFs.

But I also came out with 3,160 points - worth £3.16 - on a £50.40 shop. There were 210 for price-matching, though there is no breakdown so you don’t know what they were awarded for and just have to trust Mr Morrison.

I got lured by those yellow signs though. I ‘scooped’ 2,000 on a bottle of wine I wouldn’t otherwise have chosen and 750 on Lurpak clarified butter I didn’t even know I wanted.

It’s much better than collecting weekly vouchers only to discover you’ve lost Week Five. And it took 45 minutes less than a basket-splitting shop.

But caution and concentration are needed if you want to avoid the marketing man’s trap - and really keep your sensible, bargain-hunter’s head on.