Morrisons has launched a new online travel service, aimed at rewarding More Card holders in its latest loyalty expansion.
Morrisons Travel – which has launched in partnership with travel services broker Expedia – offers customers thousands of deals on flights and hotels, as well as local car and activities hire.
Available via the Morrisons website and More Card app, loyalty holders can redeem 10 More Points per every £1 spent through the service.
Driving participation in More Card is a central focus of CEO Rami Baitiéh’s turnaround plan.
More Card membership grew to eight million customers last year, sitting across 81% of transactions, Baitiéh revealed in FY results call on 21 January. Morrisons will invest in growing those numbers over the next year.
It plans to increase the level of personalisation and step up couponing efforts over the next year to increase spend in stores.
Baitiéh wants to improve the perceived value of rewards available through the scheme, for example through dedicated discounts at its counters, but also by expanding the channels through which members can redeem points.
The aim is for More Card to complement, rather than drive, its value perception, so concurrently Morrisons is dialling back the number of dedicated More Card exclusive prices, in favour of more universal promotions on the shop floor.
“With the Morrisons Travel launch, customers can now book everything from flights to hotels through Morrisons while being rewarded through our More Card, once their trip is complete,” said Jamie Winter, Morrisons director of procurement.
“This new service is designed to make life a little easier by offering more simple, good-value options in areas that really matter to our customers,” Winter added.
It’s the latest expansion of Morrisons’ service offer in stores, following the rollout of new Spotless Water stations into supermarket car parks. Morrisons also provides travel money to shoppers in store.
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