It is the first time a Big Four retailer has launched such a promotion and comes after Morrisons’ sales fell 2.3% and its share of the grocery market dipped to 10.4% (Kantar, 12 weeks to September 11, 2016).
The retailer has teamed up with discount specialist Unidays to launch the scheme, which will be trialled across its entire 492-store estate.
If the trial proves successful, it will become a permanent feature for Morrisons. The retailer believes it will work because so many of its stores are close to campuses and halls of residence.
“We listened to students and they told us that they would be more loyal to a supermarket that offered the sort of discounts that they get on rail travel, clothes and eating out,” said Rebecca Singleton, director of local solutions at Morrisons, which has won Supermarket of the Year twice in a row at the International Wine Challenge thanks to the strength of its own-label offering.
It follows a similar deal launched by rival The Co-operative – the UK’s fifth largest grocery retailer – that gives students 10% off food and drinks if they become Co-op members and present an NUS card.