Morrisons has announced a huge change to its More Card loyalty scheme. The change will benefit people who do not want to use mobile apps or log-ins. The supermarket will bring back physical coupons to get more shoppers back into stores.
The “old-school” move will see paper vouchers handed out to customers once more. The supermarket giant has teamed up with retail tech firm Ecrebo to hand the coupons out – you might even find some posted through your letterbox.
Deals will be matched to what you buy, as the new setup will generate offers based on your food shops. Cashiers will hand you the coupons while you’re paying.
Trials took place in Yorkshire last year, with the chain sending coupons directly to customers’ homes.
New chief customer officer Matt McLellan, who joined from Asda in February 2025, wants to make the More Card more appealing to older shoppers who prefer traditional offers.
But this won’t mean the supermarket ditches digital. It will also boost offers via its app, which was upgraded last year.
On the partnership with Ecrebo, Morrisons said: “This partnership will help us build deeper connections with shoppers by providing more relevant, timely offers that enhance their experience and reward their loyalty.”
Ecrebo’s boss, David Buckingham, added: “By combining Morrisons’ focus on customer value with Ecrebo’s proven platform, we can help deliver more meaningful experiences at the moment they matter most – at checkout and post-purchase.”
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With the Morrisons More Card, you can watch your points grow, and when you get to 5000 points, the supermarket will give you £5 to spend in-store.
Not only this, but More Card Prices are lower on 100s of items at Morrisons, exclusively for More Card customers. You can access them in-store by scanning your More Card at checkout.