UK grocer Morrisons has announced the onboarding of new tech to ‘supercharge’ its More Card customer loyalty programme.

The supermarket has announced a five-year contract with SaaS firm Eagle Eye to adopt its AIR platform. The tech promises to create more ways of engaging with customers, and help the supermarket scale the number of broadcast and targeted offers available, with a view towards creating a more personalised retail experience at scale.

Customers will also benefit from exclusive prices and earn points on selected products in-store, online and on fuel.

The scheme will be rolled out to all 499 stores nationwide and is expected to go live later in 2023.

Rachel Eyre, Morrisons chief customer and marketing officer, said: "This has been a transformational year for our More Card loyalty scheme, and we are very pleased to be working with Eagle Eye, who are an acknowledged leader in this field, as we implement our plans to develop the scheme still further for our customers."

The news comes several months after Sainsbury’s, the second largest supermarket in the country, implemented storewide pricing discounts on select items for Nectar card users – aping the strategy which has successfully seen Tesco maintain its dominance as the UK’s top supermarket.

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