Morrisons is set to scrap its plastic loyalty cards as the supermarket responds to the huge shift towards online shopping. The food retailer will stop producing the cards from May 10.
Due to the pandemic, more and more people have been doing their grocery shopping online.
Morrisons is responding to this by making the move towards digital devices.
The supermarket said it is moving both from a plastic to digital format and from a “points to pounds” system, where customers will be able to see more immediate rewards for their loyalty, according to The Grocer.
In this way, Morrisons is also reacting to environmental concerns, however, the supermarket has not said when existing plastic cards will stop being circulated.
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Instead of using a loyalty card, customers will be able to collect and use their points on the Morrisons More app.
Shoppers can view their points balance and transaction history to check their points earnings, as well as received personalised offers and find all their Morrisons club benefits in one place.
Additionally, customers can access helpful information on the app, such as finding store and petrol filling locations, and even food recipes.
The app can be downloaded for free from Google Play or the Apple App store.
With the More app, customers can earn five more points for every £1 they spend in store and online, including at Morrisons cafés.
They can also earn five more points per litre when they buy fuel at Morrisons.
Furthermore, with the Morrisons Fivers offer, shoppers receive a £5 More voucher for every £5,000 points they earn.
Customers will have until August 9 to convert their existing points to Morrisons Fivers vouchers under the old scheme, which will be valid for 56 weeks from the date they are issued.
Waseem Haq, Head of Digital at Morrisons, said: “We’ve seen some important changes in the way people shop, especially with the COVID situation, which has meant many more are using digital.
“Also, for some customers, a points-based system can be a bit confusing and for some points can seem to take a long time to build up.
“We want to move from points to pounds and make the whole thing far more digital.”
Mr Haq continued: “Our hope is that we will go completely digital although we haven’t yet put a date on when we will stop accepting plastic.
“This will allow us to be much more targeted and personalised with our offers and it also is what people want us to be doing for the environment. Many people, like myself, don’t want to carry a card.”
On its website, Morrisons has explained why it is moving to a digital only money off format, saying: “We have listened to our customers and they tell us they prefer to be rewarded with money off offers and instant rewards, instead of building up points.
“Customers tell us they want to give back to their communities and support the environment by living plastic and paper-free, where possible.
“In response we are removing points and moving to a money off and instant rewards based programme delivered through the More App on your mobile phone and website.”