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 popular Morrisons Fivers perk, which lets you redeem points for £5 vouchers to spend in store or online, is making a comeback as the grocery giant attempts to stop flagging sales. 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. All three retailers are hoping the changes will emulate the success of Tesco’s Clubcard, which has 20 million members.
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Morrisons More loyalty card was scrapped in May 2021 to make way for the the My Morrisons app. The original More scheme allowed customers to collect points, which they could then use to spend in stores and online, whereas the My Morrisons app gives shoppers personalised discounts and offers in stores.
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.
If you're an existing member of My Morrisons and/or Morrisons More, you won't need a new card and you can use your card or digital card now to earn points again under the relaunched More scheme. If you are an online shopper, your details should already have been transferred to your new More card which is linked to your account. If you haven't already signed up to Morrisons More, you can do so for free online or via the app, which you can download from the Apple App Store or Google Play Store.
The main change to the new scheme is that you'll now only be able to earn points on:
- Fuel: Five points for every litre of fuel.
- "Selected products": Earlier this week, the deals included 1,000 points for every £10 spent on flowers and indoor plants and 600 points for every £6 spent at a Morrisons Café in store.
You can use these offers more than once, but they will change regularly. The previous version of the More scheme allowed you to earn More points on almost everything at Morrisons – you got five points for every £1 spent, and 5,000 points were worth £5 in Morrisons vouchers, also known as 'Morrisons Fivers'. Under the new scheme, 5,000 will still be worth £5 to spend at Morrisons, but only on selected products and fuel.
Once you've collected 5,000 More points, you'll get a £5 voucher to spend at Morrisons. If you have a physical More card, you'll get the voucher at the till automatically when you reach 5,000 points. If you use a digital More card, you can request to load your £5 voucher on to your card via the app. Alternatively, you can choose to convert your points into a code to use when shopping online.
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Your voucher or code will last for 12 months after it was generated and there's no minimum spend required to redeem the voucher – but if your purchase is for less than £5, you won't get any change.
You'll still get bonus offers and coupons tailored to your shopping habits, as well as access to lower prices through More Card Exclusives'– these launched towards the end of last year and are the Morrisons equivalent of Tesco's Clubcard Prices and Sainsbury's Nectar Prices.
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