Morrisons is planning a major expansion of its use of physical coupons in a bid to get shoppers spending more in its stores.
The retailer has signed a new partnership with retail engagement company Ecrebo to enhance its ability to generate immediate personalised coupons, offers and messages to customers in-store at the till and via its app.
Not only will Morrisons be able to generate more physical coupons, they will be offered to customers in “real time” based on data from their transactions in store as a result of the new tech.
Morrisons is returning to the old-school method as part of its new loyalty and customer strategy under chief customer officer Matt McLellan, who joined from Asda in February 2025.
The Bradford supermarket over-indexes in elderly shoppers compared to many of its rivals, and wants to offer more physical ways of rewarding customers who don’t want to use its More Card loyalty app or online shopping.
The Grocer understands this could see Morrisons recommence door drops of physical coupons directly to customers’ homes.
It briefly trailed door drops across parts of Yorkshire last year. Morrisons was also buoyed by the results of a ‘digital to physical’ More Card Christmas promotion with Disney, that offered shoppers a free pack of Disney trading cards for every £15 spent in-store or online, and is exploring similar opportunities in the future.
The wider strategy aims to grow Morrisons’ market share by encouraging its existing customers to visit stores more frequently, and spend more while they are there. It comes as CEO Rami Baitiéh kicks on with his turnaround plan following “a year of renewal” which saw it post 12 consecutive periods of sales growth. It remains lossmaking, however, to the tune of £381m.
“Delivering value for our customers is at the heart of everything we do at Morrisons,” said McLellan on the new Ecrebo partnership. “This partnership will help us build deeper connections with shoppers by providing more relevant, timely offers that enhance their experience and reward their loyalty.”
Alongside its physical efforts, Morrisons also aims to dramatically increase the level of personalised offers provided through the More Card, following the rollout of its new Viu More category management tool and data platform in September.
Insiders say the AI-powered tech has completely “transformed” Morrisons’ capability to collect, use and deploy data, and will enhance its in-store standards.
“We are thrilled to partner with Morrisons to bring real-time, personalised engagement to millions of shoppers,” said Ecrebo CEO David Buckingham.
“By combining Morrisons’ focus on customer value with Ecrebo’s proven platform, we can help deliver more meaningful experiences at the moment they matter most – at checkout and post-purchase.”
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