What: "Morrisons expands loyalty program with digital-only features and over 300 partner brands, enabling customers to earn points across diverse retail categories through its app and website."

Why it is important: "This development illustrates the retail industry's shift toward integrated digital loyalty ecosystems that combine convenience, partnerships, and expanded earning opportunities."

Morrisons has enhanced its loyalty offering with new digital-only features, significantly expanding earning opportunities for More Card members. The program now incorporates over 300 participating brands, including major retailers like eBay, Very, Just Eat, Expedia, and Asos, accessible through the Morrisons More App or website. The streamlined process allows customers to browse and shop with partner retailers while automatically tracking and accumulating More Points. This digital integration aims to accelerate customers' progress toward earning More Fivers through everyday purchases beyond grocery shopping. According to Kate Lavery, Morrisons' loyalty director, the enhancement directly responds to customer feedback requesting additional reward-earning opportunities. The initiative forms part of Morrisons' ongoing investment in delivering greater value and convenience for More Card members, with all purchases requiring completion through the company's digital platforms to qualify for points.

IADS Notes: Morrisons' digital loyalty expansion reflects broader industry transformation in customer engagement strategies. According to BCG's December 2024 coverage , traditional loyalty programs are evolving beyond points-based systems as consumers increasingly demand personalized, digitally integrated experiences, with over 35% planning to cancel traditional memberships. WWD's February 2025 analysis showed how retailers like Selfridges are innovating through digital "keys" and experiential rewards, demonstrating the shift toward more sophisticated engagement models. Inside Retail's April 2025 report revealed how successful loyalty programs are learning from airlines' strategic partnerships and psychological engagement techniques to build both emotional and calculative commitment. Inside Retail's May 2025 coverage highlighted how luxury retailers are balancing digital capabilities with personalized experiences, as demonstrated by contrasting approaches from various industry leaders. Morrisons' expansion to over 300 partner brands and focus on digital-only features aligns with this industry-wide evolution toward more integrated, partnership-driven loyalty ecosystems.

Morrisons expands loyalty scheme