A Game-Changer in UK Supermarket Loyalty Programs
Morrisons has officially launched one of the most dramatic overhauls of its loyalty card program in recent years — and it’s poised to completely reshape the way UK shoppers interact with their favorite supermarket. In a bold move to stay competitive in the retail market, Morrisons has introduced sweeping changes to its More Card scheme, now positioning it not just as a store-centric points system but as a lifestyle-oriented rewards platform.
For years, British shoppers have leaned heavily on loyalty programs like Tesco Clubcard and Sainsbury’s Nectar to earn points, collect vouchers, and unlock discounts. But Morrisons’ latest pivot adds a fresh twist — extending benefits far beyond groceries and household essentials. This isn’t just about scanning your card at the checkout anymore; it’s about integrating rewards into your daily life, whether you’re ordering a takeaway, booking a trip, or shopping online for clothes.
This change comes at a crucial time. With inflation still biting and household budgets tight, customers are increasingly looking for loyalty schemes that offer tangible, frequent returns. Morrisons is banking on this shift in consumer behavior — and the updated More Card might be just the solution many have been waiting for.
Why This Update Matters to Morrisons Shoppers
So why all the fuss about a loyalty card? Because this isn’t just a cosmetic upgrade — it’s a fundamental change in how loyalty is rewarded. Under the new system, customers can now earn points from over 300 partner brands, including eBay, ASOS, Just Eat, Expedia, and Very. That means you’re collecting points not just when you shop at Morrisons, but practically everywhere online.
And it’s not just about earning. The redemption process has been streamlined, and exciting new features like digital stamps and app-exclusive offers have been added. For loyal Morrisons shoppers, it means better rewards, faster savings, and more flexibility.
Let’s break it all down.
What’s New in the Morrisons More Card Scheme?
Expansion Beyond In-Store Shopping
The most revolutionary change in the updated More Card is its expansion into the broader retail space. Traditionally, supermarket loyalty schemes focused solely on purchases made in-store or through their own online portals. But Morrisons has thrown the doors wide open.
Now, whether you’re ordering food through Just Eat, booking a hotel via Expedia, or buying the latest fashion on ASOS, you can earn More Points. The only requirement? You must shop through the Morrisons More App or website to ensure the transaction is tracked and points are allocated.
This expansion taps into the modern consumer’s lifestyle — one that spans well beyond grocery aisles. It’s a smart move, and one that echoes successful tactics used by airline reward programs and premium credit card providers.
Over 300 Partner Brands for Points Collection
Perhaps the most exciting feature of the new More Card is the inclusion of a vast network of partner brands. Morrisons has joined forces with over 300 well-known companies to give customers more earning potential than ever before.
Some of the top participating brands include:
- eBay – Earn while shopping for deals and gadgets
- ASOS – Get rewarded for fashion purchases
- Just Eat – Points on takeout and food delivery
- Expedia – Rewards on hotel and travel bookings
- Very – Shopping for tech, clothing, or gifts? Earn points too
The possibilities are extensive and cater to all kinds of shoppers — from bargain hunters to holidaymakers. This wider ecosystem of rewards makes Morrisons’ loyalty program one of the most comprehensive in the UK.
For example, if you order a £30 meal through Just Eat, you could earn a few hundred More Points — which gets you closer to your next £5 voucher (aka a “Morrisons Fiver”). It’s that simple and that integrated.
How the New Loyalty Scheme Works
Earning Points: Online, In-Store, and Through Brands
Points can now be earned in three primary ways:
- In-store: As before, swipe or scan your More Card at the till and earn points for every eligible purchase.
- Online via Morrisons.com: Shop groceries online and earn points on your basket.
- Through the More App and Website: Access partner brands from within Morrisons’ digital platforms, complete purchases, and earn points automatically.
The crucial point to remember is this: to earn from partner brands, you must start the purchase journey through the Morrisons app or site. This ensures that the purchase is tracked and points are credited accurately.
Redeeming Rewards: The Morrisons Fiver and More
Once you’ve racked up 5,000 points, you’re eligible for a Morrisons Fiver — a £5 voucher you can use in-store or online. This reward structure makes it easy to understand your savings. Every purchase you make brings you closer to that next discount on your food shop, or even a luxury Pyrex dish as part of their new stamp-based rewards.
Speaking of which, another added feature is the stamp collection system — where spending £10 in-store nets you a digital stamp. Collect enough and you can redeem them for premium kitchenware and other products. It’s a nice touch that adds another layer of excitement and reward.
The New Digital-First Approach
App-Based Management for Convenience
With this update, Morrisons is clearly pushing towards a digital-first customer experience. The Morrisons More App has received a makeover, featuring a cleaner interface, smoother navigation, and faster access to both your current balance and potential deals.
You can now:
- View your More Points in real-time
- Track your progress toward the next Morrisons Fiver
- Discover and shop partner brands directly from the app
- Get app-only coupons and personalized discounts
This approach aligns with the tech-savvy generation of shoppers who prefer mobile apps over plastic cards. But even for the less tech-friendly, the app is designed to be intuitive and user-friendly.
Enhanced User Interface and Features
One underrated benefit of the app revamp is the ability to customize your dashboard. Based on your shopping habits, the app shows personalized offers and tailored brand suggestions, helping you earn points faster and shop smarter.
Notifications keep you informed of special promotions, flash deals, and stamp bonuses, ensuring you never miss an opportunity to save.
