Morrisons is set to expand and revamp its More loyalty scheme in September as part of a turnaround plan organised by chief executive Rami Baitiéh.

He is understood to have told suppliers that investment into the loyalty programme will include a significant expansion of exclusive member pricing, reported The Grocer.

Baitiéh added that he planned to increase the number of transactions “shield” but that he wanted to make it a “sword” against the supermarket’s competitors

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Other changes to Morrisons loyalty scheme include an increase of “hyper-personalised” offers for members, following a My Points Boosters scheme in April, which allowed users to choose up to 10 brands from tailored list of favourite products.

The changes come amid a slew of new initiatives the supermarket has adopted in recent weeks. Last week, it announced it was to launch menopause-friendly sections in selected stores to better bring visibility to products.