Morrisons has made a major change to its More Card loyalty scheme. As of this week, Morrisons More Card holders can donate loyalty points to the charity Marie Curie.
Supermarket shoppers will be able to donate their More Card points to Marie Curie in multiples of 1,000 points, which is the equivalent of £1, through the More Card App or More website. Each donation will be converted into a monetary value and transferred to Marie Curie.
Morrisons More members earn five More points on products when they scan their card in-store or online, and once a customer has reached 5,000 points, they receive a Morrisons Fiver. This is worth £5 which can be redeemed on a future shop, in-store or online. Morrisons More also offers personalised discounts for shoppers.
David Scott, Corporate Affairs Director at Morrisons, 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.
“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 provides support for people needing end-of-life care, as well as their families, friends and carers. Matthew Reed, Chief Executive at Marie Curie, added: “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.”
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The update comes after Morrisons announced it will be rolling its More loyalty scheme into all of its franchised stores this year. Last year, the supermarket chain started to roll out its loyalty scheme into 1,000 Morrisons Daily stores. However, this year, this will be completed with all Morrisons Daily sites having the scheme.
The supermarket said: “Morrisons More Card will soon be available to all franchise stores. Coming in 2025, Morrisons More is the first supermarket loyalty programme to be available in franchise convenience stores. Key customer benefits [include] specific prices for More cardholders, points rewards across many products [and] points promotions on some products.”
But in not-so-good news, Morrisons has confirmed it is closing 17 convenience stores on April 16. The only exception to this is the Haxby Morrisons Daily store, which will be shut down a month later on May 14. The supermarket chain also announced it is axing 52 of its in-store cafes, along with all 18 of its market kitchens, 13 florists, 35 meat counters, 35 fish counters and four pharmacies.
Morrisons said a “wide-ranging review” found these services were not cost-effective and said the closures will “help mitigate recent significant cost increases” including an increase in employers’ National Insurance and the minimum wage. The majority of employees affected by these changes will be offered alternative roles elsewhere in the company, but the grocer confirmed there will be around 365 jobs at risk of redundancy.
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