Morrisons Revives Physical Coupons in Major 'Old School' Loyalty Overhaul
Morrisons, the supermarket chain with multiple stores across Birmingham, is making a significant and nostalgic change to its loyalty program by bringing back physical paper coupons. This move, described as an "old school" shake-up, is set to delight shoppers with personalized offers generated directly at the checkout.
AI-Powered Personalization at the Till
In a strategic partnership with retail technology firm Ecrebo, Morrisons will issue paper vouchers in real time based on data collected during transactions. This innovative approach ensures that coupons and offers are tailored to individual purchasing habits, matching deals to what customers actually buy. The AI-driven system has reportedly transformed Morrisons' ability to collect, utilize, and deploy data, enhancing in-store standards and customer engagement.
David Buckingham, CEO of Ecrebo, emphasized the collaboration's impact, stating, "By combining Morrisons’ focus on customer value with Ecrebo’s proven platform, we can help deliver more meaningful experiences at the moment they matter most – at checkout and post-purchase." This technology aims to foster deeper connections with shoppers by providing relevant and timely rewards.
Strategic Shift Under New Leadership
The reintroduction of physical coupons is a key component of Morrisons' revamped loyalty and customer strategy, spearheaded by chief customer officer Matt McLellan. This initiative follows the retailer's launch of a new category management tool as part of a broader tech partnership designed to improve in-store standards, loyalty programs, and data provision to suppliers.
Matt McLellan highlighted the importance of customer-centric decision-making, noting, "Customer-focused decision-making has always been a priority for Morrisons, and through our collaboration with Tecsa, we’re now poised to elevate this even further, empowered by best-in-class technology, which we will co-develop over the coming years." The AI-driven insights are expected to optimize stock ranges, locations, timing, and pricing, addressing previous inefficiencies.
Enhancing the Shopping Experience
This "old school" method represents a deliberate shift in Morrisons' approach to customer loyalty, contrasting with digital-only strategies employed by rivals such as Asda, Tesco, Sainsbury's, Aldi, and Lidl. By leveraging real-time data, Morrisons aims to reward loyalty more effectively and improve overall shopping experiences. The move underscores the supermarket's commitment to innovation while embracing traditional elements that resonate with consumers.
Insiders report that the new technology has completely revolutionized Morrisons' data capabilities, positioning the chain for enhanced operational efficiency and customer satisfaction. As the retail landscape evolves, Morrisons' blend of nostalgic couponing with cutting-edge AI sets a unique precedent in the competitive UK supermarket sector.
