Morrisons launches long-awaited loyalty card

“I created and led the Morrisons CRM programme, including the design and procurement of the Miles & More loyalty and price match proposition. “

Morrisons CRM & LoyaltyLondon Evening Standard: June 2014

Morrisons has begun a pilot of its long-awaited answer to Tesco and Sainsbury’s loyalty cards as it attempts to halt sliding sales and hit back at rivals, the Evening Standard can reveal.

The grocer is trialling three loyalty cards – named Match & More, Miles More and Yello – which have been distributed across its petrol stations and a small number of supermarkets.

The cards allow customers to collect points for grocery shopping or fuel. Match & More, offers savings on the cost of shopping at rivals – in a similar move to Sainsbury’s Brand Match and Tesco’s Price Promise promotions – but allows customers to accumulate points and receive money-off coupons in store.

The Yello card will offer instant rewards on specific products at the checkout. It is understood the grocer has been inspired by supermarket rival Waitrose, which has racked up hoards of MyWaitrose card holders who receive a free cup of coffee.

The Miles More will expand on its existing Morrisons Miles card allowing shoppers to accumulate points for fuel purchases.

The move has been long anticipated. Tesco’s meteoric growth to overtake Sainsbury’s as the UK’s largest grocer in the 1990s was largely attributed to the growth of its Clubcard which offers money off vouchers for loyal cardholders.

Morrisons chief Dalton Philips is battling to turnaround the ailing grocer which has suffered declining sales at stores open longer than a year. Philips has begun building its convenience store and online grocery arms to tackle the decline.

Morrisons customer director Crawford Davidson is leading the project.