Morrisons fights Germans with greater personalisation

Morrisons is going back to the future, with a major expansion of its use of physical coupons, only this time with added personalisation, as it steps up its fight against Aldi and Lidl who are fact encroaching on its market share

The supermarket, which unveiled 2,500 price cuts last month, has signed a new partnership with digital marketing specialist Ecrebo to enhance its ability to generate immediate personalised coupons, offers and messages to shoppers in-store at the till and also through its app.

Not only will the retailer be able to generate more physical coupons, shoppers will be offered to shoppers in “real time” based on data from their transactions in store due to the new technology.

The business is returning to the method under its new loyalty and customer strategy led by chief customer officer Matt McLellan.

Morrisons reportedly has more elderly customers than rivals and wants to provide more physical ways to reward shoppers who don’t want to use its More Card loyalty app or online shopping.

The move could see the company recommence coupon door drops to shoppers’ homes, a strategy it trialled in parts of Yorkshire in 2025.

The supermarket’s broader strategy aims to boost Morrisons’ market share by encouraging its existing shoppers to visit its stores more frequently and spend more whilst there.

McLellan said: “Delivering value for our customers is at the heart of everything we do at Morrisons.

“This partnership will help us build deeper connections with shoppers by providing more relevant, timely offers that enhance their experience and reward their loyalty.”

Morrisons is also aiming to raise its level of personalised offers available through its More Card, after the launch of its Viu More category management tool and data platform in September.