Morrisons is adding gamification to its More Card app, by rolling out a new Easter-themed game and free rewards in its latest loyalty experiment.
The daily spin-to-win ‘game’, called the Easter Mix & Match, is running across all More Card apps between 26 March and 4 April. Based on a slot machine concept, users can spin to complete Easter-themed images like a golden egg or bunny.
If they get a match they are offered a free gift voucher, for products including hot cross buns, Cadbury’s Creme Eggs or Market Street doughnuts. They can redeem their free product by shopping in store within three to seven days.
As a further reward, any More Card holder who plays the game across all 10 days of the promotion is entered into a prize draw to win one million More Card points, equivalent to £1,000 to spend in store. Morrisons will hand the prize to 100 winners.
“This Easter, we’re doing more to thank our loyal customers with our new Mix & Match game,” said Gareth Lloyd, Morrisons director of loyalty.
“It’s a fun way to unlock free favourites and seasonal treats, plus there’s the chance to win one million More Points to put towards your next shop, all just by having a quick play on the More Card app.”
Morrisons overhauling More Card offer
It’s the latest iteration to the More Card as Morrisons seeks to leverage its loyalty offer to increase footfall into stores.
More Card currently sits across 76% of all transactions, and CEO Rami Baitiéh wants to grow participation further following the rollout of its new More Viu category management platform, which is understood to have dramatically increased its data capabilities.
The strategy, being led by group customer, data and marketing director Matt McLellan, is focused on simplifying the rewards available, and pushing people to shop areas outside the staple grocery basket more often.
For example, Morrisons has stripped back the number of More Card offers available across the shop floor. Instead it is providing general promotions across the shop floor, more personalised offers and has additional perks for More Card holders, like 20% off its fish and steak counters on Fridays and Saturdays.
At the same time, it is also massively ramping up its distribution of physical coupons as a way of rewarding shoppers who have a physical More Card, but do not want to use the app.
Morrisons credited “record redemption” through the More Card as one of the driving forces behind its 13th consecutive quarter of growth, in its Q1 2026 update this week.
No comments yet