Morrisons has launched a trial of its long-awaited loyalty card scheme as part of its turnaround plans.
The grocer is trialling three loyalty cards which have been distributed across its petrol stations and a small number of supermarkets, The Evening Standard reported.
Named Match & More, Miles More and Yello, the cards enable shoppers to collect points for money spent on groceries or fuel.
Match & More is similar to Sainsbury’s Brand Match and Tesco’s Price Promise promotions and offers savings on the cost of shopping at rivals. It allows customers to accumulate points and receive money-off coupons in store.
The Yello card offers instant rewards on specific products at the checkout. It is thought the embattled grocer has been influenced by Waitrose, which has seen huge success with its initiative to give free coffee to its MyWaitrose card holders.
The Miles More expands on its existing Morrisons Miles card allowing shoppers to accumulate points for fuel purchases.
Morrisons will hope to take on Tesco’s Clubcard scheme with the move, which has long been in the planning.