Morrisons introduces controversial age limit for More Card users

In the UK, Morrisons has made significant revisions to its More Card loyalty program, aiming to enhance the shopping experience for its customers. As part of this revamp, the supermarket introduced a new system where shoppers can accumulate five More Points on each purchase, which includes every product sold both in-store and online, as well as on Amazon. This adjustment follows the company's efforts to compete more effectively with rivals such as Tesco, Asda, Sainsbury's, Lidl, and Aldi during the bustling festive shopping season. Morrisons initiated further promotions by providing extra points on select items, including a notable offer of up to 50 points for purchases from the “The Best” range during December. Concurrently, Morrisons has implemented a new age restriction for its More Card, limiting participation to individuals aged 18 years and older. This strategic decision was outlined by Morrisons' group marketing director Alex Rogerson, who emphasized that the goal of the changes is to provide customers with more value while shopping. The supermarket has also pledged to lower prices on over 2,000 products specifically for More Card members, marking its largest Black Friday event to date as part of its festive strategy to attract customers and increase sales. These efforts reflect Morrisons' commitment to enhancing customer loyalty and participation in their loyalty program, while also ensuring it stays relevant in a competitive retail landscape. As consumer trends shift with online shopping becoming more prevalent, these loyalty initiatives are designed to strengthen customer retention and engagement by offering tangible rewards. The More Card loyalty program's changes, including the enforced age limit, represent the company's response to evolving consumer expectations, emphasizing the need to control who can partake in benefits targeting a more mature customer base. By aligning its loyalty program with the preferences of adult consumers, Morrisons aims to fortify its market position amidst increasing competition and changing shopping behaviors.