Morrisons Develops Intelligent Digital Loyalty Program

Morrisons Loyalty ProgramImagine never having to wonder if a different grocery store has lower prices somewhere else.

That is what Morrisons’ new digital loyalty program, Match & More, promises to provide consumers. Setting itself apart from the overcrowded supermarket industry, Morrisons has partnered with Apigee to create a digital platform that will provide a personalized customer experience and price match rewards system.

Designed as a one-of-a-kind loyalty site and mobile app, Match & More will calculate its prices against a host of competitors including Adlit, Lidl, Tesco, Sainsbury’s, and Asda. If any comparable grocery store in the area has lower prices, Match & More will automatically reimburse Morrisons customers with reward points that can be trade for in-store vouchers.

Match & More goes beyond a simple price guarantee and rewards system. Customer loyalty is further enhanced by offering users customized content in the form of unique shopping lists and location specific promotions based on their proximity to the nearest store. As an integrated API platform that securely collects and transfers information, the mobile app also provides customers with a live account balance.

Tom Foster, Head of Platform Strategy and Architecture at Wm Morrison Supermarkets Plc, praised Apigee as the perfect partner to help implement this type of loyalty program, referring to them as the “digital glue” that allows Morrisons to integrate data from across numerous systems and sources.

“Apigee has helped us to streamline digital and technology processes within Morrisons to allow the creative teams to concentrate on the experience rather than create disparate front end systems for each activity,” Foster said in a release. “This creates exciting new opportunities as well as driving efficiencies, enabling us to swiftly enter the digital age in a well-managed way.”

In such a highly competitive industry, such technologically innovative loyalty programs are regarded as an essential tool to attract and retain customers.

Chet Kapoor, CEO of Apigee, added: “Supermarkets must embrace digital to provide customers with better experiences. MorrisonsMorrisons Loyalty Program is demonstrating how an aggressive, data-centric approach can deliver new value to customers.”

Morrisons has already made the new Match & More card available in stores across the UK.

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