Morrisons rolls out big change across UK and says 'gone are the days'

Morrisons is retiring its ‘white app’, which customers used to shop online groceries, migrating users to an improved ‘green app’.

Morrisons is rolling out a huge change to its loyalty app and says it's "better for shoppers". Supermarket giant Morrisons is retiring its ‘white app’, which customers used to shop online groceries, migrating users to an improved ‘green app’.

The supermarket said it “previously ran one website and two apps” but had now migrated customers over to a sole Morrisons Groceries app. Morrisons is rivalled by the likes of Tesco, Sainsbury's, Asda and Aldi and Lidl.

“Gone are the days of having to figure out if you are a white or green app shopper,” said the supermarket’s head of online Andrew Everson in a LinkedIn post announcing the shift, “And it’s better for everyone.”

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The grocer said it had “previously ran one website and two apps,” with shoppers divided over which app they used regionally and in “most cases customers would not have been aware”. Morrisons has now scrapped its old app, which was only for shoppers based in areas where online orders could be collected from its central fulfilment centres.

The transition took place over two phases in the summer, alongside a revamp of the new app and website, with features to “make online shopping even easier”. Some of the new additions include an enhanced checkout process, an improved recipe ‘Quick Add Ingredients’ element, and one-click ordering for quicker checkouts.

It comes days after Morrisons said More Card customers to pay significantly less on over 2,000 best-selling and branded products. Hundreds of Morrisons best-selling products will continue to be Price Matched to Aldi and Lidl and customers can also rely on Morrisons Low Everyday Price promise.

Alex Rogerson, Group Marketing Director at Morrisons, said: “Today’s move represents our single biggest investment in loyalty and pricing for many years. Driving strong value for customers remains our number one priority and today we are getting the big bazooka out and slashing the prices on over 2,000 products for More Card customers.

“Together with our Aldi and Lidl Price Match and our vast range of Low Everyday Prices - we have thousands of products that not only offer outstanding value on brands and essential items our customers love - but also have the quality they've come to expect from us.”