With loyalty programmes underpinning growth and shopper spending, how is Morrisons using the More Card to stand out?
Morrisons reports record sales linked to More Card in Q1 2025
Announcing its Q1 2025 results, Morrisons said the More Card loyalty programme was linked to 78% of its sales. The growing share of sales linked to the card underlined its positive performance and growing popularity with its shoppers, having risen from a share of 68% at the end of its 2024 financial year and 76% at the end of January.
Discussing its growing use in its Q4/FY 2024 results announcement, Morrisons Chief Executive, Rami Baitiéh, said: “The More Card is firmly established as a customer favourite after a stunning year… We have introduced a rolling programme of around 2,500 deeply discounted More Card prices and points are now awarded on every product. In the two-week Christmas period around 3.5 million Morrisons Fivers were redeemed by customers.”
While not as high a share as global best-in-class loyalty programmes account for, showing there is an opportunity to grow further, the trajectory of More Card’s use will provide Morrisons with confidence it can use the programme to retain shoppers and grow average basket sizes during 2025.
Initiatives in 2024 that drove More Card use
The biggest development came in December when Morrisons extended the reach of its loyalty programme, enabling shoppers to earn points on every purchase they made in one of its supermarkets, convenience stores, and online. The switch followed a successful trial in Wales, enabling shoppers to earn points and rewards quicker than before.
Morrisons launched, in February 2025, a stamps promotion enabling shoppers to earn stamps when they spent over £10. When they had collected between 15 and 50 stamps, the shoppers could redeem them for free items or discounts off products from a range of Pyrex products, worth up to £30.
The retailer also extended the channels where shoppers can earn More loyalty points to Amazon, in September 2024, and Deliveroo, in March 2025. For the former, Morrisons integrated its loyalty scheme into Amazon, while for the latter, shoppers were provided with the option to input their Morrisons More card details as they checked out on Deliveroo.
These initiatives, when combined with ongoing in-store activation and investment in prices are helping to drive uptake and use of the scheme by shoppers.
What could happen next?
Now firmly established and embedded in shoppers’ buying habits, the More Card will be increasingly used to deliver Baitiéh’s three pillars for growth: commercial excellence, operations optimisation, and new value creation.
The increasing number of shoppers actively using the More Card will generate a wealth of first-party data, providing in-depth data on their purchase habits. When combined with Morrisons Edge data platform, suppliers will gain access to actionable data on where to focus product development efforts.
Combining this data with technology, such as machine learning and AI, will see the loyalty data used to improve demand forecasting. This will lead to improved inventory management, and ultimately ensure the products shoppers want are available on shelves. There is also the opportunity for Morrisons to increasingly personalise its promotions and the benefits of being a More Card holder.
The final element at play is the opportunity promised by retail media which could provide a route to delivering incremental profits.
Rachel Eyre, Chief Customer and Marketing Officer for Morrisons, said: “The More Card has quickly become a vital part of how we engage with our customers, offering them real value while driving strong business performance. With 78% of sales now linked to More Card, we’re seeing first-hand how a compelling loyalty programme can build deeper relationships and encourage customers to do more of their grocery shopping with Morrisons.
“At the Morrisons Trade Briefing, I’ll be sharing more on how we’re evolving the programme – leveraging first-party data, personalisation, and new partnerships – to ensure we continue delivering exceptional value for our customers and our business.”
Find out more about the Morrisons Trade Briefing in June and book your tickets
