More than one million customers have used Morrisons’ More Card across its Daily franchise estate since the retailer made the loyalty scheme available to independent retailers last summer.
The supermarket giant said the loyalty scheme was helping retailers build loyalty, increase visit frequency, and encourage repeat spend by offering shoppers the chance to earn points on everyday purchases.
Customers using their More Card in Daily franchise stores were buying an average basket worth £10.80, with an average volume of “just over” five items.
Morrisons said this was “significantly higher” than the convenience market average of £7.81 and 2.7 items per basket, according to the ACS Local Shop Report 2025.
“Franchise partners consistently tell us that the combination of national brand recognition, a compelling fresh offer and trusted own-brand products helps accelerate growth and attract new customers to their stores and adding in the More Card has strengthened our offer even further,” said Victoria Lockie, Morrisons head of wholesale for strategic projects and acquisitions.
More Card started to roll into Morrisons Daily franchise stores last summer, making its retail partners the first in the sector to benefit from a national supermarket loyalty scheme, Morrisons said. A small number of sites had chosen not to offer it, it added.
More Card is included as a standard feature for all new stores that Morrisons onboards. It works by allowing shoppers to earn five More Points on every product when they scan their card in-store and online. Once they reach 5,000 points, they can choose to keep saving points on the app or convert them into Morrisons Fivers, which can be redeemed in store or online.
Last year, Morrisons incentivised shoppers to use their More Card in franchise stores with an exclusive promotion. The ‘Spend-Stretch’ deal allowed customers spending £15 or more in eligible franchise stores the chance to receive an additional 1,500 More Card points. Morrisons has confirmed the promotion is no longer live.
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