Morrisons has confirmed it will roll out its More loyalty scheme into franchised stores this year. It will be included among other expansion opportunities.
In recent communication for prospective franchisees, 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.”
One senior source close to the multiple had also recently confirmed the rollout of More to Better Retailing in the coming months.
Better Retailing first revealed Morrisons had begun a trial of the loyalty scheme in company-owned stores in November last year. A store in Sheffield acted as one of the first sites.
One Morrisons Daily franchisee, who asked not to be named, told Better Retailing the company would have to resolve challenges of integrating the service with franchise-partnered EPoS companies.
Other convenience chains have since launched their own loyalty schemes. These include One Stop with Snappy Shopper, Booker with Premier, Noumi with Costcutter stores, and Ubamarket with several Nisa and Bestway sites through the Ubacart service.
Morrison’s Daily targets expansion with new services for franchisees
The company also confirmed it would be expanding the number of direct-to-store suppliers available to retailers. This follows the addition of World of Sweets, Bobby’s Foods and Praveen Kumar last month.
It added: “To complement our own-label products, we offer a range of well-loved and trusted direct-to-store suppliers with exclusive Morrisons Daily benefits via our central invoicing team.
“We are continually expanding our approved suppliers to match customer demand and increase basket spend with innovative products.”
Other new services include “access to a dedicated wholesale app to top up your shop from any of our supermarket stores”.
The More loyalty scheme rollout comes as the company targets expansion of the Daily brand throughout Scotland. Twelve areas across the country currently have a Morrisons Daily site within them.
Last month, the supermarket opened a site in Glasgow with forecourt group Highland Fuels. It is the third Daily site operated by the petrol retailer. Further developments between the companies are planned
A Morrisons spokesperson said: “The new store is part of a broader plan to continue expanding Morrisons Daily across the region to bring quality, convenience and choice to more communities.”
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