November 10th, 2022, Lesley Simeon
At the end of October, Morrisons rolled out a new loyalty card deal, through which My Morrisons users can grab discounts across the retailer’s confectionary range, such as two for £6 on chocolate confectionery tubs and 50% off on tubs of ice cream. The supermarket chain revamped its loyalty programme last year so that customers no longer need to accumulate points or await vouchers.
What sort of interest in loyalty schemes can Morrisons expect to see in the near future?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - 69% of Morrisons’ current customers subscribe to loyalty programmes to benefit from in-store/online discounts and offers. By offering loyalty cardholders exclusive discounts, Morrisons might succeed in getting more of its shoppers to sign up for its new loyalty offer.
Data from Profiles shows that 26% of the retailer’s current customers are likely to sign up for a loyalty programme in the next 12 months. On the other hand, 44% of Morrisons’ regulars are unlikely to opt for a loyalty scheme in the coming 12 months, of which 11% are not at all likely.
With 60% of Morrisons’ shoppers generally buying food/drink items like sweets, chocolates and wines as gifts, the new programme might interest this group. For the general UK population (57%), food/drink items are the top choice as well when it comes to items bought for gifting.
Profiles data also reveals that when it comes to spending on gifts, 57% of Morrisons’ customers and 54% of the general population typically spend £10 to £49.99. But only about 4.6% of the supermarket’s regulars generally spend between £0.01 and £9.99 on gifts. The two for £6 deal might interest this group looking to limit gift spending to under £10.
It would be interesting if those spending above £10 find use of the offer too. If they do, it wouldn’t be surprising as YouGov data shows that 60% of Britons expect to spend less on Christmas this year compared to normal, owing to the cost-of-living crisis. Of these, most (86%) plan on trimming spend on presents this festive season. About 51% of all Britons have similar plans.
While data suggests that Morrisons new loyalty programme has arrived amongst favourable consumer attitudes towards loyalty programmes as well as purchasing gifts, only time will tell whether or not the deal actually finds takers amongst customers this holiday season.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.