Morrisons is going to make major improvements to its loyalty card

Baitièh is understood to have informed suppliers that investment into the loyalty scheme will include a major expansion of exclusive member pricing, according to The Grocer. 

Morrisons More, the free membership programme that relaunched last year, is said to be a major part of the retailer’s turnaround plan following the success of Tesco Clubcard and Sainsbury’s Nectar schemes. 

The retailer also has plans to increase the number of “hyper-personalised” offers served to More members, following a My Points Boosters scheme in April that allowed users to pick their preferred brands from a personalised list of their favourite products. 

According to the report, Baitiéh told suppliers he intends to increase the number of transactions involving the loyalty scheme from 50% to 70%.

Baitiéh described the current loyalty scheme as a “shield” but that he wanted to make it a “sword” against the supermarket’s competitors, and both Morrisons and its private equity backers CD&R will be investing millions into new offers.