The British supermarket chain Morrisons has introduced a major change to its loyalty programme, expanding the More Card to include partnerships with a wide range of online retailers. Starting this week, customers will be able to earn loyalty points not only from their grocery purchases, but also from transactions with third-party brands.
This development marks a strategic effort by Morrisons to widen the appeal of its loyalty scheme and align with customer shopping behaviours that extend beyond traditional supermarket spending.
It follows last year’s reinstatement of the More Points system, which had replaced the former My Morrisons initiative that offered personalised discounts but did not accrue points.
Points Now Available With Over 300 Partner Brands
Under the revised scheme, More Card holders can collect points when they shop with a range of well-known external retailers, including ASOS, Very, Expedia, Just Eat, and eBay, among others.
According to Morrisons, customers can browse the full list of partners via the More App or the supermarket’s website. To earn points, shoppers must access partner stores by clicking through from these platforms. Purchases made directly with the brands will not qualify.
Each eligible transaction earns points that are tracked automatically through the digital interface. Once customers accumulate 5,000 More Points, they receive a £5 voucher, known as a Morrisons Fiver, which can be used either in-store or online.
According to Kate Lavery, Loyalty Director at Morrisons, the expansion is designed to offer shoppers more ways to “save more, more often,” reflecting the brand’s aim to make its loyalty offering more comprehensive and appealing.
This enhancement is digital-only and does not apply to purchases made outside of the Morrisons-linked platform. The change follows recent updates to competing schemes, with Tesco and Sainsbury’s also introducing new features aimed at increasing user engagement.
Competitive context within the UK supermarket sector
The updated More Card positions Morrisons alongside other major supermarkets that have diversified their loyalty offers.
According to public information, Tesco operates its well-established Clubcard scheme, which awards customers one point per £1 spent, while Sainsbury’s uses the Nectar programme, which also integrates with non-grocery partners such as Argos and eBay.
Other supermarkets take different approaches: Lidl Plus and Iceland offer money-off vouchers and preloaded savings rather than point-based systems. Waitrose, through myWaitrose, provides discounts and occasional perks rather than formal points accumulation.
This competitive environment has driven innovation across the sector, with retailers adapting to customer expectations for more flexible and rewarding loyalty experiences. Morrisons’ decision to incorporate external partners signals its intent to stay relevant in a landscape where shopping habits continue to evolve.
