Morrisons launches AI-based loyalty card

Source: Mintel 17-04-2024

Morrisons is trialling a new feature, My Points Booster under its More Card loyalty scheme. The new feature uses AI to personalise offers to each customer. More Card members can select up to 10 leading brands from a personalised list and are rewarded with loyalty points if they can reach certain spend milestones within a set time frame.

“As explored in more detail in Mintel's forthcoming Customer Loyalty in Retailing, 78% of loyalty/reward members say they think it is important for loyalty/reward schemes to be personalised to them, and for a quarter personalised offers is a reason they regularly use a scheme. Whether this is achieved via AI or not, it is important in a market where the majority of consumers are members of multiple schemes that retailers differentiate their scheme in some way, and personalisation not only differentiates but also makes offers available as relevant to the customer as possible.”