Morrisons has shifted its shoppers away from its old online groceries ‘white app’, to a single consolidated ‘green’ Morrisons Groceries app.

The supermarket giant had said it had “previously ran one website and two apps”, with customers divided on which app they used regionally, and in which “most cases customers would not have been aware”.

The grocery retailer has now retired the older, white app, which was only for shoppers located in areas where online orders could be picked up from its central fulfilment centres.

It will be replaced by a revamped version of Morrison’s second app, which was launched to serve shoppers following the supermarket’s debut of a store-pick model for online orders, The Grocer reported.

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Taking to social media, Morrisons head of online Andrew Everson said: “Gone are the days of having to figure out if you are a white or green app shopper,” adding: “And it’s better for everyone.”

The move of customers from the old app to the new took place over two phases in summer, alongside a revamp of the new app and website, with features to “make online shopping even easier”.

Such features include: an enhanced checkout process, an improved recipe ‘Quick Add Ingredients’ element, and one-click ordering for quicker checkouts.

Morrisons latest changes come amid a series of new innovations aimed at improving both the customer and shopping experience.

Earlier this month, Morrisons rolled out a new brand platform and integrated, multi-platform campaign as it sought to bolster its commitment to its ‘More Card’ loyalty scheme.

While last week, the supermarket expanded its partnership with Amazon to add Morrisons More Points loyalty scheme to its online store page on the tech giant’s platform.