Morrisons has launched a major new expansion of its More Card loyalty scheme, giving customers the chance to earn points with over 300 popular retailers, including eBay, Asos, Just Eat and Expedia.

The new More Partner Points programme will allow registered loyalty members to collect points when shopping through the Morrisons More App or websites.

Shoppers at the supermarket chain will now be able to browse the partner list, clicking through to their chosen retailers, to then complete the purchase as normal. Points will then automatically be tracked and added to their More account.

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The digital-only scheme is aimed at helping customers reach their “More Fiver” reward faster by collecting points on everyday purchases beyond the weekly food shop – from fashion and gifts to takeaways and travel booking.

Loyalty director Kate Lavery said the update was driven by customer demands: “We’re always looking for ways to make the loyalty scheme more rewarding.

“More Partner Points means our customers can collect points on the products and brands they already buy, making it even easier to save.”

The new initiative follows Morrisons in March bolstering its loyalty programme with the rolling out new savings to Deliveroo, which will be the first delivery app to integrate ‘Morrisons More’ into its platform.

More Partner Points is live now via the More App and online, with the full list of participating retailers available in app.