More no more as Morrisons unveils instant loyalty app

Morrisons is ditching its points-based More loyalty scheme in favour of a new programme which gives customers instant money off at the checkout, matching the Lidl Plus app which was rolled out last summer.

Launching this week, My Morrisons, will be backed by a new app, with all savings available to spend immediately so shoppers will no longer need to save up their points or wait for vouchers.

As well as personalised offers, the My Morrisons app will provide a home for all of Morrisons online services including Morrisons.com, Food Boxes, and the Morrisons Cafe Takeaway menu.

Further features will launch in the coming weeks, including the opportunity for customers to give back to the community and ‘Basket Bonus’ surprise and delight rewards.

Customers will have until August 9 to redeem any unclaimed ‘Morrisons More Fivers’ and have 56 weeks to spend them.

Morrisons head of digital marketing Waseem Haq explained that customers have been increasingly using its apps and online services over the past 12 months. He added: “The launch of My Morrisons enables us to make good things happen for our customers, rewarding them with instant offers every time they shop.”

The More loyalty scheme was launched from the ashes of the Match & More programme in 2016, and is one of the stingiest reward programmes on the market. Morrisons customers had to spend £1,000 to receive a £5 voucher; Boots Advantage Card holders would earn £100 for the same spend.

Nevertheless, the information gathered from the scheme is highly valued at the company. Last summer, the retailer Morrisons signalled a shift to greater use of data-driven marketing by poaching Sainsbury’s group head of brand communications and creative Rachel Eyre to be its chief customer and marketing officer.

Eyre who had been at Sainsbury’s for five years, joining from Barclays, sits on the Morrisons executive committee to support the wider leadership team. Her remit includes customer insight, advertising, in-store and targeted marketing, as well as overseeing the customer services, local solutions and PR teams.