Morrisons adds baby formula to loyalty scheme following CMA changes

Morrisons has introduced the option for shoppers to redeem their More Card Fivers on formula milk for the first time.

The move comes after the Competition and Markets Authority (CMA) made recommendations to the UK, Northern Irish, Scottish and Welsh governments in February to change regulations to allow parents to use gift cards, vouchers, loyalty points and coupons to buy infant formula.

However, broader CMA regulations mean customers are still unable to earn More Card Points when purchasing baby formula.

Promotional points can be earned on selected items at Morrisons and are communicated through the supermarket’s More Card app or in-store.

Once card holders have racked up 5,000 points they are issued a More Card Fiver that can be redeemed against their shop.

Morrisons director of loyalty Kate Lavery said: “First baby formula is an essential item in the weekly shop for many parents, and we are helping them to save on their purchase by allowing More Card Fivers to be redeemed on the product.

“This is part of our ongoing commitment to delivering market-leading value through the More Card, whether it’s savings on everyday essentials, exclusive promotions, or rewarding loyal customers with offers to make their budgets stretch further.”

The move comes after Morrisons launched a new brand platform and integrated, multi-platform campaign in September, in efforts to drive uptake of its ‘More Card’ loyalty scheme amongst shoppers.

The ‘Pay Less with More Card’ platform was designed to boost sign-ups and regular use of the supermarket’s loyalty scheme by highlighting the savings customers can make.

The move by Morrisons follows Waitrose reinstating former perks for its loyalty scheme members. The upmarket grocer reinstated its free coffee offer for all members in January, even if they have not purchased anything.

The retailer told its My Waitrose scheme members that from 27 January they would be able to receive one complimentary hot drink per day with no purchase necessary, as long as they brought a reusable cup.

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