Morrisons is bringing back paper coupons across all its UK stores, marking a shift towards traditional methods of offering discounts. The supermarket chain has partnered with retail engagement firm Ecrebo to deliver personalised physical vouchers at the checkout, based on customers' in-store purchase data.
The move aims to cater to Morrisons' older customer base, who may not use the More Card app or prefer in-store shopping. Chief customer officer Matt McLellan said the partnership helps build deeper connections by providing more relevant, timely offers that reward loyalty.
Ecrebo's CEO David Buckingham expressed excitement about the collaboration, stating it will bring real-time, personalised engagement to millions of shoppers. The technology analyses shopping habits to ensure each coupon matches individual preferences.
Morrisons is also enhancing its More Card loyalty scheme with AI technology to improve personalisation. Customers earn five points per item, which can be exchanged for £5 vouchers once enough points are accumulated.
The strategy may also revive the practice of posting vouchers through letterboxes, according to The Grocer. This revival of 'old-school' methods reflects Morrisons' commitment to tangible rewards for loyal customers.
