Morrisons introduces loyalty program for frequent brand purchases

Morrisons

Morrisons is bolstering its loyalty scheme with a trial of a personalised system that effectively rewards consumers for shopping with certain brands.

The supermarket is looking to improve its retail media offering by providing more opportunities for brands to engage with customers, following the launch of Morrisons Media Group (MMG) a year ago.

With the new 'My Points Boosters' program on the Morrisons More Card app, users can choose up to 10 brands from a personalized list. They will be rewarded when they reach certain spending goals within a specific time period. The more milestones they hit, the more points they earn. These points can be converted into Morrisons Fivers, which are £5 vouchers that can be used for purchases in stores.

Morrisons is introducing a new personalized loyalty scheme that uses AI technology, making it the first of its kind in the UK grocery industry. Both Tesco and Sainsbury's also have loyalty programs with personalized offers for members.

Rachel Eyre, the chief customer and marketing officer at Morrisons, expressed excitement about partnering with MMG to create more opportunities for customers to connect with their favorite brands.

Supermarkets are constantly looking for ways to stand out in the competitive market, and loyalty schemes have become a key battleground. One example of innovation is the My Points Boosters trial, which aims to provide more personalized offers and greater value to customers. Additionally, supermarkets are also exploring familiar media opportunities like trolley ads to engage with suppliers and customers.

Morrisons started offering special deals for More Card members last year, inspired by Tesco and Sainsbury's Clubcard and Nectar programs.

Recently, Tesco's CEO Ken Murphy highlighted the importance of Clubcard Prices for loyalty scheme members as a key part of their value offering.

Digital media in-store

In addition to the My Points Boosters trial, Morrisons is also increasing its digital media opportunities in-store.

Digital screens have been added to Morrisons' Market Street food counters. These screens allow brands to promote products that complement the counter range. Morrisons mentions that the screens also offer a chance to engage with customers in a section of the store where their products are not typically found. The initial campaigns on these screens are currently active.

Grocery stores like Tesco, Asda, Co-op, and Morrisons are leveraging their own customer data and retail spaces, both in physical stores and online, to expand their presence in the retail media market.

Warc forecasts that the market will grow 10% in 2024, from $128.2bn (£100.8bn) last year.

Editor's P/S:

Morrisons' innovative "My Points Boosters" program represents a significant step forward in the personalization of loyalty schemes. By empowering customers to tailor their rewards based on their preferred brands, Morrisons creates a more engaging and rewarding shopping experience. The trial also serves as a testament to the growing importance of retail media, as supermarkets seek to provide brands with more targeted and effective ways to reach consumers.

Moreover, Morrisons' expansion of digital media opportunities in-store through screens at Market Street food counters highlights the potential for grocery stores to leverage their physical spaces to drive engagement and sales. By utilizing their customer data and retail presence, supermarkets can become increasingly competitive in the retail media market, offering brands unique and impactful advertising opportunities.