Another new Supermarket Scheme

MORRISONS has launched a new loyalty scheme where shoppers won't need to collect points to be able to claim rewards. Customers will be offered instant rewards as they spend.
Very mixed thinking here, other than training customers to use the card/App in the expectation that they might win something, not much more for the customer to get excited about.

Morrisons were late to the party in respect of customer loyalty, launching the More Card programme in 2016, but it apperas that the programme was less than successful. A painful lesson for a Supermarket that has struggled to catch up with its competitors. Morrisons need the data, like most supermarket chains, they want to learn about customer habits in order to try and influenece their behaviour over time.

The new My Morrisons 'Make Good Things Happen' scheme is managed digitally where customers will recieve their 'rewards' in the form of digital coupons. Unlike More Card, customers don't need to scan a plastic card to collect the loyalty rewards either, instead, they can present their My Morrisons app for scanning; for some even more of an inconvenience.