Morrisons boosts loyalty war with More Card expansion

Morrisons is ramping up its More Card loyalty scheme 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.

The supermarket will also continue to offer extra More points on selected items, including up to 50 points when club members buy any of the grocer’s “The Best” line throughout December.

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

The supermarket extended its partnership with Amazon in September to make its scheme available for consumers shopping its products via the ecommerce giant.

Morrisons group marketing director Alex Rogerson said: “We wanted to give customers even more bang for their buck when they shop with Morrisons, and now they’ll earn More Points on everything they buy.

“We remain committed to driving value for our customers however they shop with us, making it easier than ever to bag a Morrisons Fiver and save big while you shop.”

Morrisons slashed the cost of over 2,000 products for More Card club members throughout September, with Rogerson insisting was “getting the big bazooka out”.

The move is part of a wider Morrisons strategy to regain market share, which has continued to fall. According to NIQ Total Till data, Morrisons slipped from 8.5% to 8.4%. Discounter Aldi overtook Morrisons as the UK’s fourth largest grocer in 2022, although it too saw its market share drop to from 10.9% to 10.5%.