Morrisons makes major change in-store as supermarket returns to ‘old school’ method

Morrisons is set to transform how shoppers receive discounts across all its UK stores. The supermarket is planning an expansion of its physical coupons in an effort to get shoppers to spend more.

It has signed a new partnership, which will see personalised coupons, offers and messages given to customers while at the till. The deal with retail engagement company Ecrebo will see Morrisons deliver more physical coupons to customers in-store and in “real time” thanks to the new technology. Data from customer transactions in-store will ensure the coupons are personalised to the shopper.

The return to the “old-school method” comes as Morrisons wants to offer more physical ways of rewarding its customers. Chief customer officer Matt McLellan is spearheading the new strategy so that it works best for the supermarket’s customer base.

Morrisons has a higher proportion of elderly shoppers than many of its competitors, and so wants to offer physical coupons for those who don’t use the More Card app scheme or shop online.

The Grocer reports the move could also see the return of coupons being delivered to customers’ homes. 

“Delivering value for our customers is at the heart of everything we do at Morrisons,” Mr McLellan said on the Ecrebo partnership. “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 CEO David Buckingham said of their involvement: “We are thrilled to partner with Morrisons to bring real-time, personalised engagement to millions of shoppers.

“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.”

Morrisons is also planning to increase the level of personalised offers on its More Card loyalty scheme thanks to new AI technology. It has reportedly “transformed” the supermarket’s ability to collect and use data.

The More Card enables shoppers to collect points when they shop that can be turned into coupons. Shoppers receive five points for almost every product they buy, which can be redeemed for £5 vouchers when enough has been collected.

The Daily Express has contacted Morrisons for comment.