Morrisons to reward shoppers for buying certain brands more frequently

Morrisons is trialling the personalised, AI-powered initiative, which rewards shoppers for purchasing particular brands they select from a list, something it says will provide value for both the consumer and brands.

MorrisonsMorrisons is bolstering its loyalty scheme with a trial of a personalised system that effectively rewards consumers for shopping with certain brands.

It is part of the supermarket’s plan to enhance its retail media proposition with “further opportunities for brands to engage”, a year on from the launch of Morrisons Media Group (MMG).

Via the ‘My Points Boosters’ initiative, which is launching via the Morrisons More Card app, users are given the opportunity to select up to 10 brands from a personalised list, before being rewarded if they reach certain spend milestones within a set time frame. The number of points they earn increases as they hit bigger milestones and they can work to convert the More points earned into Morrisons Fivers, which are £5 vouchers to spend in stores.

While Tesco and Sainsbury’s both offer loyalty members personalised offers, Morrisons claims its personalised scheme, which is powered by AI, is a first in the UK grocery sector.

“We’re excited to be launching even more media opportunities with MMG to further connect our customers with their favourite brands,” says Morrisons chief customer and marketing officer Rachel Eyre.

“These include industry firsts such as the My Points Boosters trial that will offer more personalisation and greater value to our customers as well as media opportunities already known and trusted by our suppliers such as trolley media.”

Morrisons unveils retail media proposition for partner brands

Loyalty schemes have become a key battleground for supermarkets in the ever-competitive sector.

Morrisons introduced exclusive deals for its More Card members last year, following in footsteps of Tesco and Sainsbury’s which both offer similar deals as part of their Clubcard and Nectar propositions.

Last week, Tesco CEO Ken Murphy described the retailer’s Clubcard Prices, which are exclusive to loyalty scheme members, as a key pillar of its value proposition.

Digital media in-store

In addition to the My Points Boosters trial, Morrisons is also increasing its digital media opportunities in-store.

Digital screens are being introduced into Morrisons’ Market Street food counters. The screens give brands the opportunity to promote products that complement the counter range on offer. Morrisons says they will also provide an additional opportunity to interact with customers in a part of the store where their products are not stocked. The first campaigns on the new screens are now live.

Grocers including Tesco, Asda, and the Co-op as well as Morrisons are utilising their first-party data as well as their retail space both in physical stores and online to build out presences in the retail media market.

Warc forecasts that the market will grow 10% in 2024, from $128.2bn (£100.8bn) last year.