Morrisons is offering shoppers that do not normally shop at the UK retailer discount cards in a bid to revitalise sales.

The UK's fourth-largest grocer, which has seen sales come under pressure in recent months, is issuing cards that offer a 10% discount.

The offer, made only in a select number of UK towns, lasts until the end of the year but is a bid by Morrisons to attract shoppers from their rivals.

Last week, Morrisons reported a fall in quarterly like-for-like sales and admitted it had to improve how it markets itself to consumers, including emphasising how it differs from rivals.

"Morrisons is genuinely different," chief executive Dalton Philips said. "We have a vertically integrated supply chain... we champion craft skills... and we do this while offering value to our customers."