Imitation is the sincerest form of flattery - as Morrisons know. It's now trialling money-off coupons at some North East stores following Sainsbury's and Asda's move into the voucher market.

Previously Morrisons has emphasised better value across its whole range of products. Why the change?

Supermarket Sweep - Tips & Advice

More on food


Coupon crazy?

"From a competitive point of view," Morrisons spokesperson Julian Bailey told AOL Money, "there was a lot of vouching going on [earlier in the year] and we preferred at the time to focus on lower prices. It doesn't mean we weren't doing it. But it would be wrong to say we don't use vouchers; we regularly distribute them to customers. It's part of the mix of promotions".

However that statement goes against what Morrisons boss Dalton Philips recently said: "We would rather focus on value in store than customers having to be smart and find a voucher."

Cracking the code

Morrisons is coy on how a voucher roll-out might work. Sainsbury's voucher schemes is based on a brand-match with software comparing Sainsbury's prices on branded products to those of its rivals. It then produces a voucher that makes up for any price discrepancies.

In other words, this allows Sainsbury's to say they're just as cheap on a range of well-known, branded goods. Own-label products aren't included and the system isn't used on-line.

Own-label limit

Given that many consumers are increasingly turning to own-label products - both Morrisons and Tesco revamped their Value ranges recently - some voucher schemes offer limited value to consumers. Shop with care.

Tesco has also increasingly turned to vouchers, though its UK underlying sales, reported yesterday, were down 1.5% in the three months up to the end of May. Tesco shares have fallen 25% this year.

More stories