Morrison adds 'bonus layer' as loyalty revamp continues

Morrisons is continuing to enhance its More Card loyalty scheme by adding a new bonus layer, in addition to points and rewards, allowing customers to collect and redeem “stamps” for free high quality products.

The new feature, which gives customers the opportunity to collect the stamps with every purchase over £10 in-store, is being launched with an offer for premium Pyrex kitchenware worth up to £30.

Starting this week, shoppers can earn stamps on every qualifying purchase at the supermarket, which they can track via the More Card app or their receipts.

The promotion, which runs through to June 8, will also offer customers the chance to enjoy discounts and up to five loyalty points on every Pyrex product they buy.

Morrisons loyalty director Kate Lavery said: “More Card Prices and Points are now well loved and well understood by our customers so we started to think: what more can we offer More Card customers?

“We have come up with a new bonus layer. The premium Pyrex range is not only practical but innovative, which helps to keep food fresher for longer.”

Morrisons had already ramped up the More Card scheme in December, to “give customers even more bang for their buck” by offering five points on every single product it sells in store, online and on Amazon.

Customers previously were only able to collect More points on selected products and could redeem £5 off vouchers when they reached 5000 points.

The retailer relaunched the scheme in 2023, after opting for cardless rewards in 2021. It works with Eagle Eye, the tech company backed and run by former Tesco chiefs Sir Terry Leahy and Tim Mason, to power real-time, omnichannel and personalised consumer marketing activities and further develop the offering.