Loyalty industry specialists have raised concerns over whether Morrisons’ rewards scheme – Match & More – is little more than a gimmick after it was revealed it has shunned a third-party partner to handle the programme in-house.
The scheme, launched last week in just 11 stores, compares the price of customers’ baskets against Asda, Sainsbury’s, Tesco, Aldi and Lidl and offers them points if their shop would have cost less elsewhere.
However, rather than offering instant vouchers, customers will have to accrue points until they have a voucher worth £5 before they can spend the money.
Morrisons marketing and customer director Nick Collard has said this is just the first stage of plans for the loyalty card, with the supermarket hoping to discover over time how it can keep adding value to Match & More. Initally Collard said the card will focus on “personalising stores and increasing value to customers”.
It is not known if there are plans to hire a separate company to handle the scheme if and when it is rolled out, but industry insiders question whether it would be possible for Morrisons to cope.
One source told DecisionMarketing: “This kind of operation is highly complex if it is done properly, which raises the question of whether Morrisons is really serious about the scheme.
“Tesco has the might of DunnHumby; Sainsbury’s the power of Nectar, while ICLP has client across industry sectors and Boots (Advantage Card) and the John Lewis Partnership (My John Lewis and My Waitrose) have hundreds of people working on their businesses. If the Morrisons’ scheme is going to be more than just a gimmick, they will need a similar partner.”
Even Clubcard founder Clive Humby has waded into the debate, calling the Match & More scheme “a waste of time” in a lecture at Bafta last week.
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