Morrisons is following Tesco, Sainsbury’s and The Co-op in offering loyalty scheme members discounted prices, with the relaunch of its Morrisons More card.
According to a report from The Grocer, the supermarket chain is kicking off the new pricing initiative trial across more than 20 stores in the north east of England, with a full rollout marked for this summer.
After scrapping the More loyalty card in May 2021 and replacing it with the My Morrisons app instead, the exclusive savings card now looks set to return.
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The grocer is the latest major supermarket to embrace loyalty member schemes pricing as businesses look to emulate the success of Tesco’s Clubcard Prices.
For example, Sainsbury’s launched Nectar Prices earlier this month and was followed by The Co-op’s Member Prices scheme debut last week.
Morrisons has been losing market share over the past year in the wake of its £7bn acquisition by US private equity firm Clayton, Dubilier & Rice.
However, the retailer revealed it had returned to sales growth in its first quarter last month as it continues to improve its competitiveness in the market.
For the 13 weeks ending January 29, 2023, Morrisons recorded a 3.4% rise in total sales to £4.7bn, with group like-for-like sales excluding fuel rising 0.1%.
During the period, Morrisons invested in “significant price cutting” to help customers through the cost-of-living crisis.
“We are continuing to invest in our loyalty scheme to make sure it offers our customers great value and builds on the popularity of My Morrisons Exclusives,” a Morrisons spokesman told The Grocer.
“We are currently conducting a trial in order to listen to customer feedback before we roll out any changes nationally.”
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