Morrisons makes loyalty scheme change to help shoppers save money

Customers who are signed up for the My Morrisons app or have a physical loyalty card can request digital coupons to use in store for instant savings.

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The Supermarket is now changing the way these rewards are generated to better tailor them to the needs of shoppers.

Loyal customers can receive digital coupons that can be used for instant savings (Photo: Getty Images)

How is the scheme changing?

Morrisons is transitioning its regular offerings to include more of the items customers say they want, including meat and dairy.

A new category of “Surprise Offers” will also be added, which will be available throughout the year on important dates like Mother’s Day and Halloween.

It also introduces a “basket bonus” offer, generated when a customer scans the app or swipes their loyalty card after purchase.

The bonus could net them money from their business or a treat from one of the Market Street counters.

The supermarket has also changed the look and feel of the app to make it faster and easier to use.

Changes include a barcode added to the home screen so customers can find it more easily at checkout, and a simplified sign-up process.

Regular offers will include more items that customers say they want (Photo: Getty Images)

Rachel Eyre, Morrisons’ Chief Customer and Marketing Officer, said: “We know this is a very difficult time for customers and that is why our enhanced My Morrisons program will help the millions of customers who participate by empowering them to Shopping rewarded with instant offers.

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

How do I register for the program?

The My Morrisons App can be downloaded from the Android or Apple stores.

Shoppers can register for a digital or physical card by signing up in the app or via online registration.

Existing Morrisons card users will need to update their app to receive the new My Morrisons benefits.

Previously, shoppers could earn points to convert into vouchers, but this has now changed to instant cash rebates. The discounts are personalized, meaning they are based on what shoppers typically buy.

Morrisons is also encouraging people to use its app rather than carry a physical card, though it has rolled back initial plans to stop producing replacement cards.