Morrisons has stepped up the coupon war in grocery by accepting vouchers from other retailers.

The grocer is accepting money off vouchers from Sainsbury’s, Asda, Tesco, Lidl, Aldi and Waitrose in a bid to win shoppers from other retailers.

Morrisons said it is running the deal at a number of stores nationwide. A spokesman told Retail Week: “It’s a great opportunity to remind our competitors’ customers that they can get the same great value at Morrisons but with even better service.”

The grocery market has been dominated by money-off coupon promotions and price matching in the last year as the decline in overall grocery sales volumes has intensified the fight for shopper numbers.

Shore Capital analyst Clive Black said: “In the winter Morrisons said it was not really into vouchers but they are important in the market at the minute as Tesco found last Christmas [when it did not offer vouchers].

“Morrisons is in a very difficult place at the moment. It is losing market share at a very worrying rate and the impact of that slowing momentum is a growing concern. We scratch our heads a little as to how Mr and Mrs Britain is rapidly falling out of love with Morrisons.”

This week Tesco launched a promotion which resembles Morrisons’ Fuel Saver deal. The Tesco promotion offers shoppers buying £50 of gift vouchers for retailers and restaurants including Next, Debenhams, iTunes and Pizza Express 150 Clubcard points worth up to £6. Under the Morrisons’ scheme, shoppers receive money off fuel after purchasing gift cards.