Morrisons has launched a digital loyalty scheme called “My Morrisons: Make Good Things Happen” which will allow consumers to access their savings in pounds that can be spent immediately, rather than points or vouchers.

The rewards scheme, which replaces the supermarket’s old ‘More’ cards, will be accompanied by a new mobile app that will replace the need to carry a plastic card.

The My Morrisons mobile app can be downloaded from the Android or Apple stores and then swiped in-store to redeem rewards.

Customers who prefer to use a physical card will still be able to use their existing one according to the supermarket.

The My Morrisons app will provide personalised offers as well as access to Morrison’s online services including: Morrisons.com, Food Boxes, and Morrisons Cafe Takeaway menu.

Further features are due to be added in the coming weeks, including services which Morrisons said will allow consumers to give back to their local communities.

45 per cent of UK consumers would recommend a retailer if it had a world-class mobile experience, according to recent research of 1,000 consumers by UK mobile agency Apadmi.

“The launch of My Morrisons enables us to make good things happen for our customers, rewarding them with instant offers every time they shop at Morrisons,” Waseem Haq, head of digital marketing at Morrisons. “Over the last 12 months, we have seen more and more of our customers use our apps and online services and are so excited to be launching the new My Morrisons app today for customers.”

Sebastian Hill, UK managing director of loyalty marketing consultancy tcc, said: “Morrisons scrapping loyalty cards and moving everything to its dedicated Morrisons More app is an example of one of the UK’s largest grocers making loyalty digital.”

“One upside to this is that it will allow the grocer to provide tailored recommendations to shoppers, offering personalised rewards based on what shoppers typically buy in store. But that is just the tip of the iceberg. Modern loyalty campaigns can extend so much further than that.”

“By bringing together shopper insights from all over the world, retailers can develop a sophisticated and accurate picture of what people want from loyalty campaigns, rather than just offering discounts on what they already buy.”

He added: “Through this they can create an emotional bond with shoppers that is more solid and long lasting than basing it on price alone.”

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