Morrisons Ramps Up Its Loyalty Scheme In Time For Christmas!
Morrisons look to be ramping up its 'My Morrisons' in-store loyalty scheme, with the introduction of an increased number of discounted products, for My Morrisons only account holders.
Over the weekend, the stores have begun displaying signage alerting customers to the reduced-priced offers in the store, such as the Ben & Jerrys half price ice cream deal (ending on the 1st of November)
It's thought that the supermarket is trying to copy the Tesco, Clubcard only, loyalty scheme system, where selected products will be reduced at the till when the shopper scans their loyalty app/card.
Morrisons has recently been placed as the 6th most expensive supermarket, by Which? who conducted a study of 8 supermarkets, working out the cost of 48 popular items in September, finding that only Ocado & Waitrose were more expensive than Morrisons. Aldi was the cheapest, with the basket cost coming in at £75.61, against the Morrisons basket cost of £94.38, some £18.77 more expensive. So this may be one of the reasons that Morrisons are now looking to increase the number of offers and increase the popularity of its loyalty scheme, which has been given somewhat of the cold shoulder from shoppers, who have stated they find the targeted offers on the loyalty scheme, to be uninspiring, few in number and often irrelevant to the shoppers buying history.
The loyalty scheme does need to change when faced with rival schemes such as the Tesco Clubcard; Morrisons is way behind and seems to now be trying to catch up to attempt to become more competitive in a market where shoppers have to buy more sensibly and frugally, faced with the pressures of the cost of living crisis.
Time will tell if the offers are going to be on the scale of the Tesco Clubcard, but with dwindling profits (Morrisons profits fell 50% to £177M in September), the supermarket does need to pull something out of the bag to regain customer loyalty, and this might be it!