Morrisons has revived its 'More' loyalty scheme in a bid to attract shoppers back to its stores, following a trial in the North East earlier this year.
The supermarket replaced its More programme in May 2021 with the My Morrisons app, but has now backtracked and launched a new version of Morrisons More, which now includes lower prices for members. The scheme works in a similar way to Tesco’s Clubcard Prices and Sainsbury’s Nectar Prices, with special deals when you swipe your card or app barcode in store or link your card to your online Morrisons account.
The popular Morrisons Fivers perk, which lets you redeem points for £5 vouchers to spend in store or online, is making a comeback , however, you'll now only be able to earn points on fuel and other selected products, not your whole shopping basket. The retailer is following the lead set by both Sainsbury’s and Co-Op in beefing up their loyalty programmes in the hope of emulating the success of Tesco’s Clubcard, which has 20 million members.
Here, we outline the perks of Morrisons More and see how it compares to compare to other supermarkets
You can earn points on selected products in Morrisons stores and online, as well as on fuel by using a physical card or the Morrisons More app. Current offers include 600 points for every £6 spent at in-store cafés, 500 points for every £5 spent at pizza counters, 250 points for every stir fry meal deal you buy, and one-off bonuses including 1,000 points when you spend £10 until 25 June. Once you've earned 5,000 points, you can either keep saving or convert them into a ‘Morrisons Fiver’ to spend in store or online.
It has also introduced exclusive lower prices on selected products for More cardholders, following in the footsteps of Tesco's Clubcard Prices, Sainsbury’s Nectar prices and a similar scheme from the Co-op. There are personalised rewards and offers based on your shopping habits, alongside offers including 20% off at Morrisons’ fish counters each Friday and 20% off steaks at its butchers' counters on Saturdays.
If you're an existing member of My Morrisons and/or Morrisons More, you won't need a new card and if you are an online shopper, your details should already have been transferred to your new More card which is linked to your account.
Asda rolled out its app-based loyalty scheme last summer after piloting it in five North East stores in 2022. Shoppers in Benton, Boldon, Byker, Gosforth and South Shields stores were among the first in the country to trial the supermarket's first loyalty programme in its 73-year- history.
Rewards gives shoppers money back when they buy “star products” or complete spending missions. These offers are personalised, but typically a new customer might be offered £1 for spending £75. The money earned goes into your “Cashpot”, which can then be exchanged into a voucher in the app, to be redeemed at the till or by entering the code at the online checkout.
Tesco announced in March that it was making changes to its loyalty perks and the move was met with anger, with shoppers branding the move an insult to customers. Many took to social media to complain that they will be losing out after the move takes effect. You get one Clubcard point for every £1 spent in-store and online but from June 14, you will only get one point for every two litres of fuel you buy, instead of one point for every £2 spent.
Points are turned into vouchers which can be spent instore or online. Points are currently worth three times the amount when you convert them into vouchers for Tesco’s partners but from June 14, you'll only be able to double the value of your vouchers – so 500 points will only be worth £10 with a reward partner.
Clubcard shoppers also get Clubcard Prices, which are cheaper prices on certain products.
Sainsbury's Nectar Card
Nectar customers can use their card to collect points, either on an app, or with a card to collect and spend points. You get a minimum of one point per £1 in stores and online at Sainsbury’s, plus bonus points are available on the Nectar app. You can also get one point for every litre of fuel at Sainsbury's petrol stations. One point is worth 0.5p when shopping with the retailer.
Sainsbury’s recently launched Nectar Prices” which gives members discounts on over 300 items in store and online and Nectar customers can also get extra personalised prices through Your Nectar Prices on the Nectar app, when shopping in store with SmartShop.
Lidl Plus offers rewards for reaching spending milestones over a month, with a free bakery item for spending £50 in a week, £2 off for spending £100, a free product such as a pack of nuts for spending £150 and £250 spent gets you 10% off your next shop.
Iceland Bonus Card
Iceland's scheme is different from other retailers as it rewards shoppers for saving instead of spending. Load cash onto an Iceland Bonus card in-store, online or via the app and for each £20 you put on, £1 will be added to the balance. The money can only be spent in Iceland.
Co-op Loyalty Card
The Co-op supermarket started to follow the lead set by Tesco and Sainsbury’s by introducing cheaper prices for members of its loyalty programme in April. The retailer, which has more than 60 stores in the North East, is the seventh-biggest food retailer in the UK, and claims the new scheme could save shoppers as much as £300 per year.
Co-op membership costs £1 and you get two personalised offers each week to choose from via the Co-op member app, based on what you typically buy. If a member spends £20 on Co-op own brand products they’ll get 40p back on their card to spend in store and a further 40p will be split between community funds.
The revamp to its loyalty programme is Morrisons' latest bid to win back shoppers after losing its spot as the UK’s fourth biggest grocer to Aldi last September. The Bradford-based retailer has embarked on a raft of price reductions since the beginning of the year, with 820 products reduced in January, and an additional 64 items in March The beleaguered retailer also relaunched its Savers range in April to stop shoppers from switching to the discount grocers. The plans seem to have paid off, as the retailer revealed it had returned to sales growth in its first quarter of 2023, with a 3.4% rise in total sales to £4.7bn.
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