Morrisons is turning to 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 its loyalty and promotional offering.
The company, which has also worked for Asda, Waitrose, John Lewis, Tesco, Coca-Cola, Sainsbury’s, Marks & Spencer, Greggs, Mitchells & Butlers and Pizza Express, has secured a five-year contract.
Morrisons will now implement Eagle Eye’s AIR platform to enhance its customer loyalty strategy; this allows customers to benefit from exclusive prices and earn points on selected products in store, online and on fuel.
The new offering is aimed at creating more ways of engaging with customers, and help the supermarket scale the number of broadcast and targeted offers available.
In May, Morrisons reprised its “More Reasons To Shop At Morrisons” strapline from 2006 as with a major new advertising and brand campaign created with Leo Burnett.
The More Card loyalty programme was also brought back from the grave, a physical card or app, following trials in a number of stores earlier in the year.
The scheme was originally launched from the ashes of the Match & More programme in 2016, although it was one of the stingiest reward clubs on the market. Under the original scheme, Morrisons customers had to spend £1,000 to receive a £5 voucher; Boots Advantage Card holders can earn £100 for the same spend.
Now, More Card members have to save 5,000 points to receive a Morrisons Fiver, although some products offer extra points. Customers are able to earn points on selected products and counters in store and online as well as earning five points for every litre of fuel purchased in a Morrisons petrol filling station.
Morrisons chief customer and marketing officer Rachel Eyre, who joined from Sainsbury’s in 2020, said: “This has been a transformational year for our More Card loyalty scheme, and we are very pleased to be working with Eagle Eye, who are an acknowledged leader in this field, as we implement our plans to develop the scheme still further for our customers.”
Eagle Eye CEO Mason added: “We look forward to supporting Morrisons’ commitment to helping customers make every penny go further, saving them money on the everyday items they want and need. We are proud that our platform is supporting the exciting pace of innovation taking place across the retail sector, at a time when providing value for consumers has never been more important.”
Morrisons’ new scheme will be rolled out to all 499 stores nationwide and is expected to go live later in 2023.
The announcement comes shortly following news of Untie Nots, the personalised promotions business acquired by Eagle Eye in January 2023, securing a multi-year contract with FairPrice, Singapore’s largest retailer.
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