Morrisons has updated its More Card app to include “sharper, hyper-personalised offers”, with the supermarket’s customers receiving personalised prices on specific products for the first time.
More Card app users will now receive six weekly offers “tailored directly to their shopping habits”, giving them percentage discounts or extra More Points when they buy those items during the offer period.
Previously shoppers were able to select tailored offers or discounts on specific categories of products, for example, 10 loyalty points on Quorn.
“We’re always listening to our customers and looking for ways to make the Morrisons More Card app even better,” said Gareth Lloyd, value & loyalty marketing director at Morrisons.
“We’ve built on what customers already love, making the app easier to use and navigate, while introducing smarter, hyper-personalised offers and convenient features to simplify everyday shopping,” he added. “It’s all about ensuring our customers get maximum value and rewards tailored specifically to them.”
As well as the personliased product-level offers, the app features a tool so customers can scan the barcode of a product that’s run out at home to have it added to their in-app shopping list for their next trip.
The update is designed to “make shopping easier and help customers get more value from their More Card”, the supermarket said.
The refreshed app includes a redesigned homepage, which displays popular features such as the Price & Product Finder which customers use to search for items, check prices and locate the exact aisle in their local store.
Last month, Morrisons revealed it is launching a ‘shop to light’ feature across hundreds of its stores, which allows shoppers searching for a product to tap a button in its app and have its electronic shelf label (ESL) flash a light.
ESLs are being rolled out to all 497 Morrisons stores, with around 200 already live with the technology. The supermarket has partnered with French tech firm Vusion Group on the project.
The ‘shop to light’ feature will sit within the product finder in-app tool in the Morrisons Now app. The tool will confirm the shopper is in the correct aisle of the product they are seeking, before blinking the light on the ESL when the shopper is looking in the right spot.
Rival Sainsbury’s also updated its app, earlier this month launching an AI-powered feature on its app, which allows shoppers to build online baskets by taking photos of handwritten lists or entering prompts like ‘ingredients for a spaghetti bolognese’. Shoppers can also interact with the new ‘Smartlists’ tool with spoken prompts.
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