MyMorrisons: Morrisons revamps loyalty scheme

Supermarket promises more relevant discounts through its loyalty programme.

Morrisons has revamped its loyalty scheme with the launch of a new app-based programme designed to offer shoppers more relevant savings.

Members of the programme can take advantage of regular offers, but Morrisons have rejigged the items included in those deals to focus more on the categories shoppers have said will make the most difference to them. These include meat, dairy and ‘impulse’.

Alongside more focused deals, the app will also include surprise offers, which the supermarket says will help shoppers make the most of key moments. The examples given include flowers at Mother’s Day and sweet treats at Halloween. 

MyMorrisons will also now include a ‘basket bonus’. When you scan your app or swipe your card at the till, you’ll be in with a chance to possibly win a bonus offer, which could be money off your shop or a treat from one of the Morrisons Market Street counters.

Alongside some changes to the design of the app, in order to make it quicker and easier to use, members of the scheme will also have the option of signing up Morrisons’ six-week ‘collector’ scheme over the summer.

The supermarket runs a similar programme over Christmas ‒ so long as you shop in-store on four of the six qualifying weeks then, at the end of August, you’ll receive a “significant money-off voucher”.

Getting loyalty right

It’s the latest attempt by Morrisons to improve its loyalty offering, after last year moving from a points-based scheme to the current MyMorrisons incarnation. 

I’ve pointed out before the way that schemes like this require members to be a bit more active in order to benefit since you have to activate discounts and offers in order to receive them.

At least with a points scheme you know that you are getting something back each time you shop.

It’s positive that Morrisons has taken on board feedback from its customers in ensuring that the deals on offer are more relevant to them, while I’m also pleased to see the supermarket highlighting the option to use physical cards for paper vouchers that can be printed at the till while they shop.

Again, it’s an issue that we’ve highlighted at loveMONEY in the past ‒ focusing on apps for loyalty schemes is great for those who are comfortable using them, but potentially excludes older and vulnerable people from enjoying the same savings.

Rising prices

Revamping loyalty schemes is a smart idea for supermarkets looking to win our custom at the moment.

With inflation continuing to rocket, most of us are having to find ways to make our money go further, not least when it comes to stocking up the fridge and freezer.

The rate at which our food costs are increasing is already at levels not seen in years, but it would appear there is far worse yet to come. Research from the Institute of Grocery Distribution suggests that food price inflation could hit an eye-watering 15% this summer.

What’s more, the higher prices won’t suddenly drop off either ‒ inflation will remain at these raised levels until next year.

It has forecast inflation will be most obvious on things like meat, cereal products, dairy, fruit and vegetables, with poorest households worst hit. It found that the average monthly spend on groceries for a family of four back in January stood at £396, but will have reached £439 by January 2023.

Making our money go further

When times are hard, the obvious thing to do is reduce your spending, cut out some of those non-essential expenses.

However, food is very much an essential purchase. You can’t simply avoid it, meaning you instead have to find ways to feed your family for less.

For some that will mean dropping the brands, instead picking up the own-brand or essentials products rather than the premium versions.

Others will look to move to a cheaper supermarket. It’s no coincidence that recent months have seen all of the major supermarkets introducing new money-saving schemes, in a bid to push their budget-friendly credentials.

However, the trend is pretty clear when you look at the market share of the supermarkets. Since the start of the year the big names ‒ Tesco, Sainsbury’s, Asda, etc ‒ have all lost share, while the likes of Aldi and Lidl have gained shoppers.

In my view, this is only likely to continue in the months ahead as the cost of living situation becomes more pronounced.

If energy bills do indeed rocket as predicted then far more of us will have little choice but to ditch the big names and spend more of our cash with stores that offer more obvious value for money.

It may take more than a revamped loyalty scheme, and the chance to ‘win’ additional discounts, to stop shoppers from making that switch.