Major update to Morrisons loyalty app aims to simplify online shopping
Morrisons has announced a significant overhaul of its loyalty app, claiming the latest update will be "better" for all users.
The retail giant has transitioned its customers from the previous "white app" for online groceries to a unified "green" Morrisons Groceries app. According to reports by the Grocer, Morrisons had been operating with "one website and two apps".
Previously, the white app was designated for customers in regions where online orders were fulfilled from central centres. With the introduction of a store-pick model for fulfilling online orders, a second, separate app was launched.
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Morrisons explained that this division was "regional" and that typically "customers would not have been aware of this".
Now, Morrisons has discontinued the old app, consolidating all users onto the single Morrisons Groceries app. This change occurred in two stages during the summer and was accompanied by an upgrade of both the new app and the website, reports the Mirror.
The revamp introduced features that Morrisons claims will "make online shopping even easier", including an improved checkout process, a better recipe "Quick Add Ingredients" feature, and one-click ordering for faster transactions.
Morrisons' head of online, Andrew Everson, expressed excitement on Linkedin, declaring: "THIS IS NOT A DRILL. Morrisons Online Groceries is now available on one app nationwide! Gone are the days of having to figure out if you are a white or green app shopper. And it's better for everyone. For Green App shoppers you've just had a massive features upgrade. For White App shoppers you can do Home Delivery Shopping and Click and Collect on one app nationwide."
Earlier in the month, Morrisons rolled out an expansion of its loyalty program, enabling customers to accumulate loyalty points when purchasing groceries through Amazon. To take advantage of this feature, shoppers simply need to link their Morrisons More account with their Amazon.
This initiative represents the first occasion where customers have the ability to earn More Points via a partner site.
The Morrisons More scheme functions similarly to other loyalty programs, where consumers collect points for spending both in-store and online; however, points are only awarded for specific products. Purchasing a greater number of these selected items results in earning more points.
Once a shopper amasses 5,000 points, they receive a More Card Fiver, equating to £5. Additionally, members of Morrisons More enjoy access to exclusive deals and customised discounts that can be redeemed weekly.