Morrisons Revamps More Card App With Personalized Weekly Offers
Supermarket giant upgrades loyalty app to boost engagement through tailored shopping tools and rewards.
1Strategic App Overhaul
Morrisons has launched a significant update to its More Card loyalty app, introducing six personalized weekly offers for users. The revamp focuses on tailoring discounts based on individual shopping habits, providing either percentage-based price reductions or additional loyalty points. This update aims to enhance the overall digital experience for its eight million active users.
2Enhanced Shopping Functionality
The new app features include a barcode scanner that allows customers to add items to their shopping lists from home. Furthermore, products are now organized by aisle to streamline the in-store navigation process. The Price Product Finder tool has been repositioned on the homepage to ensure quicker access for shoppers checking item costs.
3Loyalty Program Mechanics
Under the current scheme, shoppers earn five points for every eligible product purchased, including fuel. Once a customer accumulates 5,000 points, they unlock a five-pound voucher for use in-store or online. This structure maintains the traditional points-based system that was reintroduced in May 2023 following previous customer feedback regarding the program's earlier iterations.
4Strong Financial Momentum
The app update follows a period of consistent growth for the supermarket chain. Morrisons reported its 15th consecutive quarter of like-for-like sales growth in September, with a 3.2% increase during the 13 weeks ending July 26. These figures highlight the effectiveness of current loyalty strategies in maintaining high levels of customer engagement.
5Historical Program Evolution
Morrisons initially launched its loyalty scheme as Match More in 2014, later rebranding to the More Card in 2016. After a controversial 2021 overhaul that briefly removed the points system in favor of instant coupons, the company reverted to the popular points-based model in 2023 to better align with established customer preferences.
6Competitive Retail Landscape
The refreshed program positions Morrisons to better compete with rivals like Tesco Clubcard and Sainsbury’s Nectar. Sainsbury’s previously launched its own personalized discount initiative in 2021, which was later expanded in July 2025 to allow customers to apply tailored discounts directly at physical checkout tills across their nationwide store network.
7Data-Driven Personalization Strategy
By leveraging individual shopping data, Morrisons aims to increase redemption rates through highly relevant offers. The app now features a dedicated tab for personalized deals and simplified voucher conversion. This shift reflects a broader industry trend where retailers utilize granular customer insights to drive repeat visits and increase overall basket size per transaction.
8Future Loyalty Outlook
The integration of digital tools with physical store navigation underscores the importance of omnichannel loyalty strategies. As Morrisons continues to refine its digital offerings, the focus remains on balancing traditional point accumulation with modern, personalized incentives. Success will likely be measured by sustained sales growth and the continued expansion of the active user base.