Morrisons has announced new personalised offers within its More Card loyalty app, with customers now receiving discounts tied to their shopping activity.

More Card will now provide customers with six personalised offers per week, with percentage discounts on products or additional More Points on specific purchases.

The change is part of an app-wide overhaul that adds a new shopping list feature, through which customers can scan a product barcode at home to add it to a digital list organised by supermarket aisle.

Gareth Lloyd, value & loyalty marketing director at Morrisons, said: “We're always listening to our customers and looking for ways to make the Morrisons More Card app even better.

“We've built on what customers already love, making the app easier to use and navigate, while introducing smarter, hyper-personalised offers and convenient features to simplify everyday shopping. It's all about ensuring our customers get maximum value and rewards tailored specifically to them.”

Morrisons is undergoing a major strategic overhaul this year, having reported a pre-tax loss of £629 million for the year ending October 2025, despite a 2.8 per cent rise in revenues to £15.7 billion and a reduction of around 5,000 full-time staff.

In May, the Telegraph reported that Morrisons had discussed providing food products such as meat and eggs to rival supermarkets, via its manufacturing arm Myton. In July, the supermarket targeted major cost savings through the closure of 100 Morrisons Daily stores and followed this by beginning the sale of its pharmacies in September.

Earlier this month, the Financial Times reported that Morrisons had been in merger talks with Sainsbury’s until February 2026, before the latter backed out. Citing sources familiar with the discussions, the FT said that Morrisons is still open to a merger deal down the line.

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