Morrisons has launched a new loyalty programme and app that gives consumers instant cash back, as part of an effort to streamline the process and improve its digital credentials. Rather than having to save up points for coupons, the current ‘My Morrisons’ offer displays all savings in pounds, which customers can spend right away. Morrisons is now unveiling the ‘My Morrisons’ app as part of the loyalty revamp, which eliminates the need for shoppers to bring a plastic card to receive discounts, though one is still available if customers request it. The app will also provide personalised deals and house Morrisons’ other digital services, such as online shopping, food boxes, and the Morrisons Café takeaway menu, in addition to keeping track of how much money customers have saved.
Later on, the store wants to introduce a feature that allows consumers to give back to the community via the app, as well as a feature called “Basket Bonus,” which it describes as “surprise and delight incentives.” Morrisons’ head of digital marketing, Waseem Haq claims that consumers have been steadily using the retailer’s apps and online platforms in the past year, which the company decided to capitalize on by revamping the deal. “With the launch of My Morrisons, we will reward our customers with instant deals any time they shop at Morrisons,” he adds. Morrisons More has been replaced by the latest offering. Cardholders were notified of the change in March and will have until August 9 to reclaim any unclaimed “Morrisons More Fivers.” Customers who already have a Morrisons app will be asked to upgrade it, in order to participate in the ‘My Morrisons’ programme. Morrisons CEO David Potts announced last year that the supermarket would use a mix of online innovation, price cuts, and its British supply chain to capitalise on revenue increases during the lockdown. With the introduction of food boxes and its doorstep delivery service, as well as partnerships with Amazon and Deliveroo, the retailer has been beefing up its digital offering over the last year. Potts characterised the Amazon relationship as a “kicker for sales revenue” in March.
Morrisons isn’t the only store rethinking its loyalty programme. After seeing its customer loyalty programme rise in popularity during the pandemic, Tesco has hinted that it has “lots in the pipeline on customer loyalty. Clubcard participants made nearly 80% of purchases in large stores in the second half of the year, up from 67 percent in the first half. Meanwhile, the Co-op launched its new membership app at the end of last year, which includes personalised deals and exclusive in-store discounts for members. Instead of calling it a loyalty programme, chief membership officer Matt Atkinson wanted to call the app and the benefits it provides “membership. “The distinction between allegiance and affiliation is straightforward. I give you this and you give it to me; loyalty is a carrot and a stick. In November, he told Marketing Week, “I’ll thank you later but the centre of gravity is back to the company.” “Membership is unique in that it is about us giving you something that you can influence, where you can get some value while still being able to generate value”, he added.
