Morrisons has partnered with London-based SaaS provider Eagle Eye in a five-year contract to further develop its More Card loyalty scheme and digital promotions.
The supermarket chain will use the software developer’s AIR platform to enhance its existing loyalty programme, rolling out to all 499 stores nationwide, which is expected to go live later in 2023.
The platform is primarily looking to broadcast more targeted offers, providing new ways to engage with customers.
The retailer launched its More Card in April, following Tesco, Sainsbury’s and The Co-op in offering loyalty scheme members discounted prices.
“The new scheme is a significantly more competitive and compelling loyalty programme and the early feedback from customers has been excellent with a substantial increase in active participants,” CEO David Potts said.
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The Morrisons deal comes months after Eagle Eye announced another five-year contract, this time with The John Lewis Partnership, which aims to integrate the group’s online and app customer interactions.
Morrisons chief customer and marketing officer Rachel Eyre said: “This has been a transformational year for our More Card loyalty scheme, and we are very pleased to be working with Eagle Eye, who are an acknowledged leader in this field, as we implement our plans to develop the scheme still further for our customers.”
Morrisons like-for-like sales edged up 1% in its second quarter, as it looks to focus on expanding its convenience offering.
