Morrisons is ramping up its rewards programme by launching exclusive discounts for My Morrisons members across a raft of branded products, in a move which replicates Tesco’s Clubcard Prices programme.
The scheme, which is being rolled out across stores this week, will back a major promotional campaign by the retailer in the build up to Christmas, with the likes Ben and Jerry’s, Cadbury’s, Mars and Nestlé all on board.
Point of sale material advertising the new initiative began appearing in Morrisons stores over the weekend, urging shoppers to “scan and save” by using their phone apps or physical cards to receive reductions.
Ice cream brand Ben & Jerry’s is among the first to be featured with a half price deal, while half price deals for tubs of confectionery are set to be unveiled in the run-up to Christmas, including two for £6 deals on Quality Street, Roses, Celebrations and Heroes.
A Morrisons spokesman told The Grocer magazine: “We’ve recently introduced exclusive deals for My Morrisons members, and this week are running a My Morrisons exclusive ‘two for £6’ confectionery tub offer. The type of offer available, and the categories we run the offers on, will evolve as we continue to listen to customer feedback.”
Morrisons ditched the points-based More loyalty scheme in favour of the new programme in May last year. It gives customers instant money off at the checkout, matching the Lidl Plus app which was rolled out in 2020.
Backed by a new app, all savings are available to spend immediately so shoppers no longer need to save up their points or wait for vouchers.
As well as personalised offers, the My Morrisons app provides a home for all of Morrisons online services including Morrisons.com, Food Boxes, and the Morrisons Cafe Takeaway menu.
More no more as Morrisons unveils instant loyalty app
Lidl Plus loyalty app set to launch in the UK next month
Morrisons boosts insight strategy with Sainsbury’s hire
Morrisons overhauls data strategy for marketing boost