Morrisons has finally unveiled its loyalty scheme to replace the price matching Match & More programme, which was effectively scrapped last October just 12 months after launch.
Morrisons More will be sent to existing cardholders and gives them five points for every pound spent in store. When customers earn 5,000 points they receive a £5 voucher, to be branded the Morrisons Fiver.
Cardholders will also earn points for the first time 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: “We have listened to what our customers tell us they want from a Morrisons loyalty scheme. They enjoy earning points every time they shop with us and being rewarded with £5 vouchers their Morrisons Fivers. But they also said that they want to earn points across our stores, including in our customer cafes.”
The move finally brings the curtain down on the ill-fated Match & More scheme, which almost immediately after launched faced criticism that it was too confusing; Clubcard guru Clive Humby even branded it “a waste of time”. Meanwhile the Advertising Standards Authority upheld a number of complaints over its advertising.
Whether Morrisons More will match the sophistication of rival Tesco Clubcard, however, remains to be seen. It is estimated that Clubcard costs Tesco more than £500m a year to run and its influence is felt across the entire business.
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