Morrisons Unveils Major Car Park Rewards Scheme for Electric Vehicle Drivers
Morrisons has announced a significant new initiative in its supermarket car parks, specifically designed to benefit electric vehicle owners. The British retail giant has partnered with Motor Fuel Group (MFG) to offer EV drivers additional Morrisons More loyalty points when they charge their vehicles at designated bays.
Enhanced Loyalty Points for Sustainable Driving
The scheme, which launched this past weekend, provides electric vehicle drivers with 5 Morrisons More Points for every £1 spent on charging at MFG EV Power bays. These points are fully redeemable at any Morrisons supermarket across the United Kingdom. This represents a substantial enhancement to the existing loyalty programme, directly linking sustainable transportation choices with grocery savings.
Matt McLellan, Group Customer, Marketing and Data Director at Morrisons, emphasised the strategic importance of this development. "We are always looking for new ways to give our customers more value through the Morrisons More programme, and this partnership with MFG does exactly that," he stated. "Rewarding customers with 5 Morrisons More Points for every £1 spent charging at all MFG EV Power bays across the UK means they can earn valuable points on the road and enjoy savings when they shop with us in store."
Substantial Infrastructure Investment
Concurrent with the loyalty points initiative, MFG has committed to investing £105 million in upgrading Morrisons' forecourt facilities. This investment will fund the installation of 250 new ultra-rapid charging bays across Morrisons car parks throughout the current year. This expansion significantly boosts the availability of high-speed charging options for the growing number of electric vehicle users.
Martin Symes, EV Director at MFG, highlighted the broader implications of this collaboration. "We are delighted to partner with Morrisons to reward our EV Power customers with Morrisons More Points," he remarked. "This collaboration is another step forward in our commitment to creating a seamless, customer-focused EV charging experience. With the addition of 250 ultra-rapid charging bays this year at Morrisons sites, we are proud to play a leading role in building the infrastructure required for the UK's electric future."
Context and Market Position
Morrisons, as one of the United Kingdom's 'big four' supermarkets alongside Tesco, Sainsbury's, and Asda, operates an extensive network of 497 supermarkets and over 1,700 Morrisons Daily convenience and franchise stores. This new initiative reflects the supermarket's strategic adaptation to evolving consumer behaviours and the increasing prevalence of electric vehicles.
According to recent data from Zapmap, there are now more than 1.8 million electric vehicle drivers on UK roads, representing approximately 5.5% of the nation's total car fleet. This partnership between Morrisons and MFG forms part of MFG's ambitious £400 million EV infrastructure programme, which aims to install over 3,000 ultra-rapid chargers at 500 locations across the country by 2030.
The practical benefits for customers are straightforward: every 5,000 Morrisons More points accumulated can be exchanged for a £5 voucher, making the charging process not only convenient but financially rewarding. This innovative approach demonstrates how traditional retail loyalty programmes can effectively integrate with emerging sustainable technologies to provide enhanced customer value.
