Morrisons has introduced its More loyalty scheme into its Daily convenience format. Sources close to the company claiming a rollout into franchisees is due in the coming months.

A trial began in company-owned stores on 4 November. The scheme offers custom­ers reductions off specific products and points to redeem discounts. Several sources told Better Retailing it would likely be rolled out to fran­chisees from 2025.

One source said: “We don’t know much about it at the moment, but I know Morrisons has been looking to introduce loyalty into stores for some time.

“I assumed they’ll be rolling it out to fran­chisees once they’ve ironed out the issues in centrally-owned sites.

“I’ve been to various conferences where they highlighted Co-op buck­ing recent sales declines through their loyalty card.

“However, all Co-op stores are connected to the same EPoS, whereas you can have a choice of different ones as a Daily franchisee. We’re not yet sure how that will work.”

Another source added: “It is coming to Daily franchise stores, but we’ve not been given an official date yet. It will probably be next year.”

Morrisons Daily stores who are using the scheme are posting about it on social media

Morrisons Daily Wise­wood in Sheffield, South Yorkshire, was one of the first stores to make the scheme available.

Posting on social me­dia, it said: “We will be matching all More Card promotions that are live in larger Morrisons stores.

“For example, in our store, we have tins of Celebrations at £6 each or two-for-£10. In Morrisons, they are two-for-£8 with a More card. We will match this price.”

Asked by Better Retailing to com­ment on the rollout, a Morrisons spokesperson responded: “We have around 1,600 Morrisons Daily convenience stores – 600 of which are fran­chise stores.

“We’ve just begun the rollout of the More card into our circa 1,000 Morrisons-owned con­venience stores – exclud­ing our franchise stores – which means More Card holders shopping in these Morrisons Daily stores will benefit from lower prices and being able to earn points.

“While we can’t yet give further detail on the wider rollout, our ambi­tion remains to bring More into all Morrisons Daily stores, including our franchise stores.”

Better Retailing first revealed plans of the scheme last year, with the potential rollout into franchisees mark­ing one of the first times a supermarket rewards scheme would be avail­able to independents.

Morrisons rival One Stop is also developing a loyalty scheme for its own sites, with several sources close to the Tesco-owned chain claiming plans would be revealed in more detail soon.

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