Sunday 10 July 2022

Morrisons Updates Loyalty Scheme

Morrisons has overhauled its ‘My Morrisons’ loyalty scheme with the aim of making it easier for its customers to save money as the cost of living crisis worsens.

Updates include the introduction of more deals in categories that shoppers appreciate savings in the most, including meat, dairy and impulse. The grocer will also offer its customers surprise offers such as flowers on Mother’s Day or sweet treats at Halloween.

Additionally, new Basket Bonuses will give shoppers that chance to ‘bag a bonus’ offer. This might be money off a shop or a treat from one of its Market Street counters.

Meanwhile, the look and layout of the My Morrisons app has also been improved to make it easier and quicker to use.

Over summer, members of the scheme will also be invited to participate in a six week ‘collector scheme’. This will enable them to receive a “significant money-off voucher” at the end of August if they have met the criteria and shopped in four of the relevant weeks.

“We know that this is a very tough time for customers and so our improved My Morrisons scheme will help the millions of customers who are part of it by rewarding them with instant offers when they shop,” said Rachel Eyre, Chief Customer and Marketing Officer at Morrisons.

“We have taken on board customer feedback about which categories are the most relevant and have also introduced unexpected surprises to put a smile on our customers’ faces.”

At the end of last month, Morrisons revealed that its like-for-like sales slid 6.4% during its first-quarter period to 1 May, with the group blaming a “very challenging” trading environment as inflationary pressures grow and consumer confidence weakened.

After the £7bn takeover of Morrisons by CD&R was recently given the green light by competition regulators, the group’s Chief Executive David Potts signalled his intention to start working with the new owners to help its customers through the difficult economic conditions.

However, analysts have suggested that the heavy debt pile picked up from the takeover deal could give Morrisons less flexibility to absorb increasing costs and restrict its ability to compete on price with its cheaper rivals.

NamNews Implications:
  • Good to overhaul to shopper needs.
  • The issue is how the add-ons will chime with shoppers unable to cope with the shelf impact of soaring inflation.
  • Meanwhile, who knows the additional pressures/distractions of a debt pile with soaring interest costs…
  • Watch this space!
#Loyalty #Saving

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