After revealing back in March that it was planning to move its loyalty scheme away from collecting points to giving shoppers instant discounts and other offers, the retailer has officially unveiled its new proposition called ‘My Morrisons’ with the tagline ‘Make Good Things Happen’.
Replacing the old ‘More’ scheme from today, the supermarket’s new loyalty offer will now communicate all savings in pounds, which will be available to spend immediately rather than customers having to wait to save up points or receive vouchers.
The instant rewards-based scheme is built around a new app that replaces the need to carry a traditional plastic loyalty card. However, Morrisons said that customers who prefer to use a physical card can still use their existing one.
The new My Morrisons app will also be home to the retailer’s online grocery shopping service, food boxes offer, and the takeaway menu for its cafes. Other features will be launched in the coming weeks, including the opportunity for customers to give back to their community and ‘Basket Bonus’ rewards.
Morrisons stated that customers will have until 9 August to convert existing More points to £5 vouchers, which will then be valid for 56 weeks from the date they are issued.
Waseem Haq, Head of Digital Marketing at Morrisons, said: “The launch of My Morrisons enables us to make good things happen for our customers, rewarding them with instant offers every time they shop at Morrisons.
“Over the last 12 months, we have seen more and more of our customers use our apps and online services and are so excited to be launching the new My Morrisons app today for customers.”
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.
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