Morrisons prepares to expand new supermarket feature to 1,000 more stores

Morrisons is expanding its loyalty programme, the Morrisons More scheme, to 1,000 of its convenience stores starting on November 4. Previously available in its main stores, the Morrisons More loyalty scheme is now rolling out across 1,000 smaller Morrisons Daily stores around the UK.

The move lets customers earn points on certain items when shopping in these more convenient locations. The supermarket chain says it will start the rollout of the scheme from Monday, November 4 - in a major boost to its loyal shoppers.

The Morrisons More scheme gives points when you buy select products, either in-store or online. Once you reach 5,000 points, you’ll earn a More Card Fiver, which you can use like £5 cash on future purchases, the supermarket giant has said.

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Cardholders get exclusive weekly offers and personalised discounts, which means potential savings that match the types of things you regularly buy. While the scheme is now available in 1,000 stores, Morrisons has said it has ambitions to extend it to even more locations in the future, aiming to reach its franchised sites as well.

The chief executive described the current loyalty scheme as a “shield” but that he wanted to make it a “sword” against the supermarket’s competitors. According to The Grocer, Morrisons and its private equity backers CD&R will inject millions into the new wave of offers.

Earlier this year, Morrisons reported its like-for-likes excluding fuel and VAT rose 4.1% in its second quarter last month as it cut down debt by 35% on peak levels. Rami Baitieh, chief executive of Morrisons, noted how the supermarket's Aldi and Lidl Price Match initiative had got off to a “great start“ and is “increasing“ its competitiveness. He said: "Over the last eight months we have listened carefully to over 340,000 customers, colleagues and suppliers and the insights from this exercise are helping to refine and shape the activity in all three pillars of our strategy: commercial excellence, operations optimisation and new value creation.

"It’s clear that availability and our loyalty scheme are the two areas our customers talk about the most and so we are focusing intensively on these areas. Our Aldi and Lidl Price Match, introduced in February, has had a great start and is giving customers increasing confidence in the competitiveness of our prices across the shop."