Morrisons is set to take on Tesco’s Clubcard Prices strategy with the launch of loyalty card-only discounts across a raft of branded products.
The move, which is being rolled out across stores this week, looks set to kick off a major promotional blitz by the retailer in the run-up to Christmas, involving brands such as Ben and Jerry’s, Cadbury’s, Mars and Nestle.
Experts said the move could also be a “game changer” for the previously underperforming Morrisons loyalty card, which has been outgunned in recent times by the likes of Tesco Clubcard as the retailer struggled to retain competitiveness on price.
Point of sale material advertising the new initiative began appearing in Morrisons stores over the weekend. It advises shoppers to “scan and save” by using their phone apps or physical cards to receive reductions.
Ice cream brand Ben & Jerry’s is among the first to be featured with a half price deal, whilst half price deals for tubs of confectionery are set to be unveiled in the run-up to Christmas, including two for £6 deals on Quality Street, Roses, Celebrations and Heroes.
Unlike Tesco and Sainsbury’s, Morrisons has said it will continue to run multibuy promotions on HFSS products, after the government delayed plans for a ban on promotions such as bogofs.
“It’s possible this could give Morrisons a chance to steal a march on their rivals in the run-up to Christmas,” said IGD global insight director Bryan Roberts. ”Tubs are everyone’s favourite at that time of year.”
“We’ve recently introduced exclusive deals for My Morrisons members, and this week are running a My Morrisons exclusive ‘two for £6’ confectionery tub offer,” said a Morrisons spokesman.
“The type of offer available, and the categories we run the offers on, will evolve as we continue to listen to customer feedback.”
Morrisons has made several changes to its loyalty card over the past 18 months.
In May last year it replaced its ‘More’ cards scheme with a new e-vouchers scheme called ‘My Morrisons: Make Good Things Happen’, announcing instead of collecting points to spend in store, shoppers would be sent personalised money-off vouchers.
However, Roberts said this week’s launch appeared to represent a much bigger-scale effort to make Morrisons more competitive in the face of the cost of living crisis, which has seen customer loyalty cards become an increasingly important weapon.
“Morrisons themselves have acknowledged their loyalty scheme hasn’t been the world’s greatest, and I think by pulling some of their promotional architecture behind the loyalty card it might encourage more participation,” he said.
“They have raised the game in terms of things like personalised offers and gamification, but this one might be the game-changer in terms of putting a lot more of their special offers behind the loyalty card, and it is long overdue.
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