Morrisons Introduces Major Change to Loyalty Card Scheme
Supermarket chain Morrisons has announced a significant change to its loyalty card scheme, allowing customers to donate their points to charity. The move is part of the company’s partnership with Marie Curie, a UK-based end-of-life charity.
According to a report by the Daily Mail, Morrisons has introduced a new feature that enables customers to donate their loyalty points to Marie Curie. The scheme, which is available through the More Card App or website, allows customers to convert their points into a monetary value, which is then transferred to the charity.
The Daily Mail reports that customers can donate their points in multiples of 1,000, which is equivalent to £1. The move is designed to make it easier for customers to support a good cause, while also providing a flexible way to use their loyalty points.
Morrisons has ensured that the donations are flexible, allowing customers to contribute as many points as they want, while also having the option to switch back to saving their points to spend in-store or online. The company’s Corporate Affairs Director, David Scott, said: "We are delighted to see this next step in our partnership with Marie Curie which builds on £1million already raised thanks to our incredible colleagues and customers."
The Daily Mail quotes Scott as saying: "Today’s news marks a meaningful evolution in the Morrisons More Card loyalty programme and follows feedback from customers who want their everyday shopping to make a difference to a great charity. Whether our customers choose to spend their points or donate them, every transaction now has the potential to support families facing terminal illness."
Marie Curie is the UK’s leading end-of-life charity, providing expert care for people with a terminal illness in their homes, hospices, and through a free support line. The charity’s partnership with Morrisons aims to raise £15 million by October 2027, which will be used to provide more nurses and expert care in local communities, as well as enhance Marie Curie hospices across the country.
The Daily Mail reports that Matthew Reed, Chief Executive at Marie Curie, said: "Every pound donated helps ensure more people can access the expert care and compassion they need at the end of life. We’re proud to be partnering with Morrisons in this innovative way and look forward to seeing the impact of this new loyalty feature across the communities we serve."
Morrisons first launched its More Card loyalty scheme in 2021 as a trial, and later brought it back permanently in 2023. This year, it became the first supermarket loyalty programme to be available in a thousand of its Morrisons Daily franchise convenience stores.
The introduction of the new donation feature is a significant development in Morrisons’ partnership with Marie Curie, which was launched earlier this year. The company’s decision to allow customers to donate their loyalty points to charity is a testament to its commitment to supporting good causes and making a positive impact on the communities it serves.
As reported by the Daily Mail, Morrisons has hit its first £1 million mark in donations for Marie Curie, only five months after embarking on its three-year national charity partnership. The company’s loyalty scheme has been successful in encouraging customers to support the charity, and the introduction of the new donation feature is expected to further boost donations.
Overall, the introduction of the new donation feature is a positive development for Morrisons and Marie Curie, and is expected to have a significant impact on the charity’s ability to provide expert care to those in need. As the Daily Mail reports, the partnership between Morrisons and Marie Curie is a great example of how businesses can work together with charities to make a positive impact on society.
