Morrisons has launched a major revamp of its More Card loyalty app, introducing six personalised offers each week and new shopping tools. The supermarket giant has rolled out tailored discounts and rewards based on customers' shopping habits, with members receiving percentage discounts or additional More Points on selected purchases.
New features in the upgraded app
The upgrade includes a shopping list feature, allowing customers to scan product barcodes at home and automatically add items to their lists. Products have been organised by aisle to help shoppers find what they need more easily when visiting their local Morrisons store.
The grocer has also redesigned the app's homepage, moving its Price & Product Finder tool to a more prominent position so customers can quickly check prices, search for products and locate items in-store. The refreshed offers section features a dedicated personalised offers tab, alongside easier access to partner rewards and the ability to convert loyalty points into vouchers directly from the app homepage.
More Card programme growth
Morrisons' value and loyalty marketing director, Gareth Lloyd, said: “We’ve built on what customers already love, making the app easier to use and navigate.”
The move builds on the soaring popularity of Morrisons' More Card programme, which recently hit eight million active users, with tailored deals helping spark record redemption rates among customers. It comes as the supermarket giant continues to enjoy strong trading momentum, having reported its 15th consecutive quarter of like-for-like sales growth in September, with sales jumping 3.2% during the 13 weeks to July 26.
Loyalty scheme history and rivals
Under the More Card scheme, shoppers earn five points for every product purchased through eligible channels, with every 5,000 points unlocking a £5 voucher to spend either in-store or online.
Morrisons first launched its loyalty scheme in 2014 as Match & More, then simplified it to the Morrisons More Card in 2016, where shoppers collected points towards popular £5 "Morrisons Fivers". After a controversial 2021 overhaul that briefly scrapped points in favour of instant app coupons, the supermarket listened to customer feedback and brought back the More Card name, points system and physical vouchers in May 2023.
Today, the refreshed programme combines traditional point-earning - such as five points per eligible item and per litre of fuel - with exclusive member pricing to rival Tesco Clubcard and Sainsbury's Nectar.
Rival Sainsbury's launched tailored discounts - originally known as "My Nectar Prices," later rebranded to "Your Nectar Prices" - in September 2021. Originally, the initiative gave Nectar app and SmartShop users personalised lower prices on products they bought frequently. In July 2025, Sainsbury's expanded the feature so customers could access and apply these personalised discounts directly at physical checkout tills nationwide.
