Morrisons has said it will phase out its plastic More loyalty cards in order to shift to an “instant discount” model using its mobile app.
The Big 4 grocer said it was moving both from a plastic to a digital format and from a “points to pounds” system from which customers could see more immediate rewards for their loyalty.
Morrisons revealed it will stop producing any new plastic cards from May 10, with discounts applied using its mobile app instead.
READ MORE: Morrisons becomes first UK grocer to remove all plastic bags
However, it has not given the date on when the plastic More cards in circulation stop being accepted.
Customers will still be able to scan their existing More cards at checkout to redeem points but will have to download the More app to access in-store promotions.
Morrisons attributed the decision to move away from the existing plastic cards to environmental concerns.
The news comes as Morrisons’ profits halved in the 12 months leading to January 2021.
