Morrisons drafts in data giant to boost loyalty scheme

Morrisons2Morrisons is aiming to breathe new life into its More loyalty scheme by handing retail analytics giant IRI a brief to create deeper customer insights and boost personalised, data-driven marketing to its customers.
The move comes as Morrisons’ position as one of the “big four” supermarkets is looking increasingly precarious from the incessant march of discount stores Lidl and Aldi.
So far, the retailer’s response to this threat has been to pledge to slash prices but the appointment of IRI signals a new offensive in the battle to keep hold of its existing customer base.
The More scheme, which it is understood has been previously run in-house, was launched three years ago from the ashes of the Match & More price matching programme. Match & More was scrapped in October 2015 just 12 months after launch.
More members get five points for every pound spent in store and when customers have earned 5,000 points they receive a £5 voucher, branded the Morrisons Fiver.
Cardholders can also earn points in Morrisons cafes, while receiving 10 points per litre of fuel, five points for every pound spent in Morrisons Flower shop, Garden Centre and pharmacy, plus extra points on promotions in store and online.
Morrisons marketing and customer director Andy Atkinson said: “Listening hard to our customers and responding quickly wherever possible continues to help us improve customers’ shopping trip.”
IRI was launched in Chicago in 1979 by market researcher John Malec and University of Iowa marketing professor Gerald Eskin. Although it is better known in the US, where it claims to works for 95% of FMCG, retail, and health and beauty companies in the Fortune 100, the company operates in 15 countries, including the UK, France, Germany, Spain, the Netherlands, New Zealand, Korea, South Africa, Australia and Canada.
In January, IRI secured a new investment deal with New Mountain Capital and Vestar Capital Partners and has partnerships with a number of data and tech firms such as Experian, Kantar, Comscore, Millward Brown and Oracle.
It is understood that the Morrisons More business will be run out of IRI’s office in Bracknell, Berkshire.

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