Following the recent relaunch of its loyalty programme, Morrisons has signed a five-year contract with SaaS technology company Eagle Eye to further develop its loyalty and promotional offering.
Eagle Eye’s AIR platform is expected to enhance Morrisons’ loyalty scheme, which allows customers to benefit from exclusive prices and earn points on selected products. It is claimed that the new offering will create more ways of engaging with shoppers, and help the supermarket scale the number of broadcast and targeted offers available.
The scheme will be rolled out to all 499 Morrisons stores and is expected to go live later this year.
Rachel Eyre, Chief Customer & Marketing Officer at Morrisons, said: “This has been a transformational year for our More Card loyalty scheme, and we are very pleased to be working with Eagle Eye, who are an acknowledged leader in this field, as we implement our plans to develop the scheme still further for our customers.”
Tim Mason, CEO of Eagle Eye, added: “We are excited to have won this multi-year contract with Morrisons, one of the UK’s leading supermarkets, and look forward to supporting their commitment to helping customers make every penny go further, saving them money on the everyday items they want and need.
“We are proud that our platform is supporting the exciting pace of innovation taking place across the retail sector, at a time when providing value for consumers has never been more important.”
The Eagle Eye AIR platform is currently powering loyalty and customer engagement solutions for other retailers, including Asda, Waitrose and John Lewis.
NAM Implications:
- Tesco have proven the value of loyalty in the New Norm.
- And other mults have followed suit.
- So Morrisons enhancement of their scheme comes as no surprise.
- However, the real payoff will be via the enriched First Party Data arising…
- …as all retail eye the potential of Retail Media.
