Morrisons has launched a new retro-style More Card loyalty stamps promotion.
The move aims to build on the success of the supermarket’s in-store WIGIG promotions, which it has ramped up over the past year.
Starting today, customers can earn stamps on every shop over £10 to claim Pyrex products worth up to £30 for free. The supermarket said the Pyrex collection added a “bonus layer” to the Morrisons’ More Card scheme.
Customers will earn a More Card Stamp for every £10 they spend in store. They can track the number of stamps they have earned by checking their More Card app or looking at store receipts. They can then redeem 15 to 50 stamps to claim free items or discounts off the full price.
The range of Pyrex containers includes a hand pump to make contents stay fresher for longer, compact 600ml containers for snacks or meal prep, as well as larger 2.6-litre dishes.
The promotion runs until 8 June, with the final redemption date set for 22 June.
Last year, Morrisons massively expanded its use of its WIGIG range of products across its estate. The retailer worked with new suppliers to offer a wide range of products, including cookware, toys, homeware and electricals, outdoor and garden, car care and travel.
Its use of loyalty stamps is a throwback to the 1950s, when Green Shield Stamps were launched by entrepreneur Richard Tompkins. The stamps, available from many supermarkets and petrol stations, were at one point used by an estimated 70% of shoppers.
Morrisons has also launched a month-long new promotion of More Card Prices across a raft of fresh food products. It said there were now thousands of exclusive More Card Prices available in-store and online.
“More Card Prices and points are now well loved and well understood by our customers so we started to think: what more can we offer More Card customers?” said Morrisons loyalty director Kate Lavery. “We have come up with a new bonus layer – where in addition to the usual points and rewards, customers are awarded stamps which can be collected and redeemed for free high-quality products.
“The premium Pyrex range is not only practical but innovative, which helps to keep food fresher for longer.”
Bryan Roberts, retail futures senior partner at IGD, said: “This could be interesting. An impressive in-store launch this morning of a new campaign from Morrisons that is designed to reward loyal shoppers for hitting certain spend thresholds over the next four months through the provision of free Pyrex food storage items. Plenty of PoS and multiple displays pre-store and in-store. Nice work.
“These programmes – totally commonplace in markets like France, Germany, the Netherlands and Italy – have somewhat fallen out of favour in the UK. Tesco used to be a frequent participant, but short-term campaigns targeted at adults have been very thin on the ground since a knife campaign from Morrisons in 2015. Since then, there have been a few campaigns targeted at kids (collectible mini-groceries at M&S and Lego and Disney trading cards at Sainsbury’s) but nothing significant in the adult space.
“These programmes have a proven track record in terms of positively impacting frequency, basket size and short-term loyalty, so it will be intriguing to see if this can help build on the recent momentum from Morrisons. Also of interest will be seeing if it tempts other retailers in the UK to reconsider the potential of physical rewards.”
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