Morrisons is overhauling its ‘More’ loyalty scheme with a move away from collecting points to giving shoppers instant discounts and other offers.
The current scheme was launched in 2016 and involved customers collecting points on purchases in its stores and petrol stations. 5,000 points can then be exchanged for a £5 voucher.
Morrisons revealed yesterday that it was making changes following customer feedback. From 10 May, points collecting will end with the new benefits then introduced. These include instant discounts and personalised coupons offering money off the member’s next shop.
The overhaul will also see the retailer move away from plastic loyalty cards and base the scheme around the More app which will contain the digital coupons and offers for scanning at the till.
A Morrisons spokesperson said: “A key feature of the new service is that all savings will be communicated in pounds and will be available to spend immediately so customers will no longer need to save up their points or wait for vouchers.”
Morrisons stated that customers will have until 9 August to convert existing points to £5 vouchers, which will then be valid for 56 weeks from the date they are issued.
Both Tesco and Sainsbury’s have revamped their loyalty schemes in the last couple of years to make them more relevant to current shopping trends and support their fight against the discounters. Tesco recently stated that its Clubcard Prices promotion has proved popular, driving up penetration of its loyalty scheme and attracting two million more users to its app.
NAM Implications:
- The Key is immediacy and clarity re. value
- This has to increase impact at point of purchase.
- A pointer for all?
