Morrisons will be rolling its More Loyalty scheme into all of its franchised stores this year. The move will mean supermarket shoppers will be able to earn points when they pick up items at the smaller branches and benefit from lower prices. Last year, the supermarket chain started to roll out its loyalty scheme into 1,000 Morrisons Daily stores. However, this year, this will be completed with all 1,179 Morrisons Daily sites having the scheme.
In recent communication for prospective franchisees, the supermarket said: “Morrisons More Card will soon be available to all franchise stores. Coming in 2025, Morrisons More is the first supermarket loyalty programme to be available in franchise convenience stores. Key customer benefits [include] specific prices for More cardholders, points rewards across many products [and] points promotions on some products.”.
Morrisons began trialling the loyalty scheme in company-owned stores in November last year, with the first one being in Sheffield. Morrisons currently has around 1,600 Morrisons Daily convenience stores, 600 of which are franchises. However, according to a report by Better Retailing, one Morrisons Daily franchisee - who asked not to be named - told the publication that Morrisons would have to resolve the challenges of integrating the service with franchise-partnered EPoS companies.
Like other loyalty schemes, the Morrisons More allows customers to earn points when they spend in-store and online but they only earn points on selected products. The more selected products you buy the more points you earn and if you accrue 5,000 you get a More Card Fiver which is worth £5. Alongside this Morrisons More members also receive exclusive offers and personalised discounts which they can cash in each week.
Last year, the supermarket chain confirmed it was planning to expand its convenience store footprint and open 400 more Morrisons Daily sites over the next year. By the end of 2025, it hopes to have 2,000 Morrisons Daily stores across the UK. However, it has yet to reveal the locations of any new stores. According to reports, Morrisons plans to expand its Daily brand with Scotland being a main target. Currently the country has Morrisons Daily stores in 12 different areas. Last month, the supermarket opened a site in Glasgow with forecourt group Highland Fuels. It is the third Daily site operated by the petrol retailer.
