Morrisons is planning to revamp its More loyalty scheme in September as part of its turnaround efforts led by chief executive Rami Baitiéh.
The free membership scheme, which relaunched last year after the supermarket opted for a cardless rewards in 2021, is a major part of the new CEO’s recovery plan.
Baitiéh is understood to have informed suppliers that investment into the loyalty programme will include a major expansion of exclusive member pricing, The Grocer reported.
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Morrisons will also increase the use of “hyper-personalised” offers for More members following a My Points Boosters scheme in April, which allowed users to choose up to 10 brands from a personalised list of favourite products.
Baitiéh told suppliers that he planned to increase the number of transactions involving the loyalty scheme from 50% to 70%.
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.
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.
The supermarket flagged a “solid quarter of progress” as underlying EBITDA for the first half surged 16% to £321m.
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